Brolita (メンズロリータ) refers to the male wearers of fashion, the term being a combination of "brother" and "lolita".
The reasons for why Brolitas wear Lolita can vary, but often it's linked to the desire to transform and relax from the harsh everyday life. When chinese Brolitas were interviewed in a TV program, their reasons for wearing Lolita were stated as "I started wearing it because it's pure cuteness." and "Matching outfits with my girlfriend for tea parties gives me a special feeling.".