Lekondo'sOntology of Fashion Brands

2113 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Moi Mème Moitié

Moi-même-Moitié is a Japanese fashion label specializing in the Gothic Lolita subculture. The brand emphasizes an aesthetic defined as Elegant Gothic Lolita and Elegant Gothic Aristocrat. Its ethos centers on a fusion of nobility and intellectualism, utilizing dark color palettes, intricate lace, and architectural motifs.

Fashion History

Founded in 1999 by musician Mana, the brand played a pivotal role in codifying the Gothic Lolita aesthetic within Japanese street fashion. It transitioned the style from a DIY subculture into a structured fashion category. The label is historically significant for introducing the 'Elegant Gothic Lolita' and 'Elegant Gothic Aristocrat' designations. These categories influenced global perceptions of the movement, establishing a standard for high-quality construction and specific symbolic imagery in alternative fashion.

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