Innocent World is probably the biggest Classic lolita brand from Japan. Although their designs sometimes stray into the Gothic, Sweet or even Ouji territory, they primarily produce Classic pieces. Regardless of substyle, their designs are always elegant and often simpler in cuts. From the day the brand was founded in 1997 Innocent World have created clothing that’s cute and elegant, “suitable for young women of the modern era”. Because of the goal to “give a little touch of refinement to the cuteness” their pieces can be Sweet or Gothic without compromising on Innocent World’s values.
Yumi Fujiwara founded Innocent World and continues to work as the chief designer and president. She started the brand when she was in her mid 20’s, which meant overcoming many difficulties to create the brand we love. Like many other lolita designers, she wears the fashion daily and believes that age doesn’t matter as long as your heart is pure and beautiful. Moreover, since she herself is considered tall by Japanese standards at 170cm tall, she wants to accommodate taller customers through her designs. Judging by her atelier and her love for various teas, Yumi Fujiwara is the epitome of a lifestyle lolita: elegant, demure and utterly ladylike.
The designer Yumi Fujiwara regularly travels to Europe, in order to gather inspiration for upcoming designs. However, those are primarily private trips. If you want to know how this process looks, watch part 1 of Kawaii Pateen’s documentary on Innocent World. In addition, Innocent World attended several international events, including in the United States, Austria, United Kingdom and Hong Kong. We certainly hope that there will be more still to come!
“I can wear Innocent World’s clothes easily and in a mature way” — Yui Minakata, Innocent World’s official model, in an interview for Kawaii Pateen.
“The texture of the material is really nice. My only thing is that it has quite a long kinda torso area. […] So if you are smaller, wear a belt. As far as prints go, I actually prefer IW to Angelic Pretty or Baby.” — Sashie (IG)
“I feel like IW is one of the few brands that still caters primarily to Lolitas who wear the fashion as normal clothes, and not just crazy flashy event-wear. […] They’ll always have my love for the way they truly anchor the roots of Lolita in their modern collections.” — Sarah (IG)
“I really like Innocent World’s designs because the things I have from them are incredibly wearable and versatile. Their boleros are the absolute best you can get, after getting a second hand one I loved it so much that I actually received my first new one from them in the post today! I was lucky enough to model for them at Regalia in London in 2015, and I hope to buy more from them in the future.” — Jo (IG)
“Innocent World clothes are some of the first I ever wore, looked in the mirror, and felt truly pretty. […] The brand produces so of the most genuinely beautiful and versatile pieces of clothing and 90% of my coords always include an Innocent World accessory at least.” — Lucy
“I love the colours and cut of this dress, it fits me beautifully. I love the fact this dress has a proper zip, not one of those useless “invisible” ones.” — Eleanor
“Their clothes are incredibly wearable and flattering. I have the Millefeuille bolero in three colourways already, but I want more. Also, of all brand socks I own, Innocent World’s are the only ones that actually and comfortably go way over my knees. They’re unbeatable for me!” — Paulina Pejka (IG, blog)
Shop Innocent World on Wunderwelt Fleur and combine with your regular Wunderwelt order to save on shipping!
Moreover, Innocent World’s main website will have additional information regarding new products and upcoming events.
* All photographs are used with permission from the authors/subjects.