Sweet Lolita, also known as ama-loli (??? ama rori?) in Japanese, is heavily influenced by Rococo styles as well as Victorian and Edwardian clothing. Focusing on the fantasy aspects of Lolita, the Sweet Lolita style adopts the basic Lolita format and uses lighter colors and childlike motifs in its design.
Makeup used in sweet Lolita is common throughout most Lolita styles. Pink, Peach, or Pearl make up styles are highly 'sweet' and used by many Sweet Lolitas. This look, paired with a shade of bright pink, red or sometimes nude-pink lipstick, is commonly used as well.
Outfits consist of pastels, fruit themes (e.g., cherries or strawberries, or any type of sugary fruit), flowers (e.g., roses, jasmines, lily, cherry blossoms) lace, bows, animal themes (e.g., cats, bunnies, puppies) and ribbons to emphasize the cuteness of the design. Popular themes in the sweet Lolita are references to Alice in Wonderland, sweets, and classic fairy tales. Jewelry often reflects this fantasy theme. Headdresses, bonnets and bows are a popular hair accessory to the sweet Lolita look. Bags and purses usually have a princess-like design and often take the shape of strawberries, crowns, hearts, and stuffed animals.
Examples of Sweet Lolita brands are Angelic Pretty, Baby, The Stars Shine Bright and Metamorphose temps de fille. Emily Temple cute (sister brand of Shirley Temple, a Japanese boutique), Jane Marple, and MILK are brands that carry more clothing that would be considered more casual, and are available to purchase at department stores in Japan.