LIZ LISA is a Japanese clothing brand started in 1999.
Although not exclusively a Gyaru brand, LIZ LISA features many styles and trends that are popular with the Hime Gyaru and Himekaji sub-styles.
The brand is heavily associated with Lolita clothing styles and remains popular in Japanese street fashion to this day.
History[]
During the first few years of the brand, the fashion styles focused on the banba and former kogals of the time, with denim, platform shoes and colorful makeup proving dominance over the pastel styles that are associated with the brand now.
LIZ LISA styles of 2000 [1]
Towards the years of 2003 and 2004, the brand began developing its iconic image, with pastel colors, coats and fur being featured in their AW03 collection. Taking inspiration from popular culture in Japan at the time, including the boom in maid cafes, idol groups such as ℃-ute and Bohemian styles.