Although many people point to Japan for the Lolita trend especially with the influence of Anime media, which made it more popular, as the creator of the "Lolita Fashion", the origin of its meaning is complex, and remains unclear. It is likely the movement started in the late 1970s when famous labels including Pink House, Milk and Pretty (later known as Angelic Pretty) began selling clothes that would be considered "Lolita" by today's standards. Shortly after that came Baby, The Stars Shine Bright, and Metamorphose temps de fille.
In the 1990s, Lolita fashion became better recognized, with bands like Princess Princess coming into popularity at the time. These bands wore intricate costumes, which fans began adopting as their own style. The style soon spread and ultimately reached Tokyo where it became popularized throughout Japanese youth culture. Today, Lolita fashion has gained global popularity and can be found even in department stores in Japan.