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Alice on Wednesday

Alice on Wednesday is a Japanese concept brand centered on the aesthetic of Lewis Carroll’s Alice in Wonderland. It represents the Harajuku subculture through a blend of Gothic Lolita and whimsical Victorian styles. The brand emphasizes immersive retail experiences and accessory-focused fashion rooted in fantasy.

Historia

The brand was established by the Japanese company CouCou, opening its first location in Nagoya in 2013. It gained cultural significance for its immersive storefront designs, featuring small doors and themed rooms that mirror the narrative of the source material. Within fashion history, it serves as a prominent example of the concept shop movement in Japan, bridging the gap between character-themed merchandise and the broader Lolita fashion subculture.
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