Lolita Fashion Wiki

Hearte logo.png

HeartE was a japanese Lolita clothing brand. Based out of Tokyo, Japan, HeartE had been making clothing since 1988 and focused largely on producing clothes that combine victorian and edwardian era styles and designs with modern cuts and products. Their logo, consisting of imagery from Alice in Wonderland and their website, which was covered in images reminiscent of the animated film, were cues to much of their inspiration.


The concept behind HeartE was to fuse the color and patterns from much of where Lolita clothing gets its inspiration – in the 19th century – and reimagine it in the confines of modern clothing and cuts. Sheer cut shirts and skirts were patterned with familiar dots and stripes while bags and accessories featured ribbons, lace, and simple, monochromatic color schemes.

Not fitting into any one particular gothic Lolita subgenre, HeartE also utilized familiar early 20th century style clothing to display the colors and shapes developed by its designers.


HeartE, as the main brand associated with the company, designs and produced women’s clothing. However, there were three separate brands under the label’s umbrella, including:

  • HeartE
  • Strawberry HeartE
  • Boy’s HeartE

Strawberry HeartE was home to a wider variety of clothing for younger children and less costume-like designs. Boy’s HeartE was mostly devoted to accessories, including top hats, ties, watches, and bags.