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The 5 Major Reasons Alice And The Pirates Is Dominating J-Fashion In 2025

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Alice and the Pirates (A&P), the iconic sister brand to Baby, The Stars Shine Bright, is not just a relic of Harajuku's past; it remains a powerhouse in the global J-fashion scene, with a dramatic resurgence of activity throughout 2025. This year has been pivotal, marked by major runway events, highly anticipated restocks of legendary prints, and a continued commitment to the dark, romantic aesthetic that first captivated fans worldwide. As of today, December 23, 2025, the brand is solidifying its status as the premier destination for Gothic Lolita and Ouji style.

The brand’s unique concept—"If Alice in Wonderland got lost in a pirate world"—has translated into a consistently fresh yet recognizable aesthetic. From the grand scale of the 2025 BRAND-NEW COLLECTION in TOKYO to the release of new accessories, A&P has successfully leveraged its theatrical flair to maintain relevance and intrigue in the competitive world of alternative fashion, making it a must-watch for any enthusiast.

The 2025 Collection: Runway Highlights and Key Releases

The year 2025 has been defined by two major fashion events that showcased the brand's creative direction, proving that A&P continues to push the boundaries of Lolita style beyond its sweet origins. These high-profile shows have cemented the brand’s influence on the broader Japanese fashion landscape.

A Theatrical Showcase: The 2025 Brand-New Collection in Tokyo

The BABY，THE STARS SHINE BRIGHT/ALICE and the PIRATES 2025 BRAND-NEW COLLECTION in TOKYO, held on February 2, 2025, at the prestigious Shibuya Hikarie Hall A, was a spectacular start to the year. The show highlighted A&P’s mastery of the Gothic Lolita and Ouji Style aesthetics, featuring ensembles that leaned heavily into the darker, more aristocratic side of the brand. The collection emphasized rich, heavy fabrics like velveteen, intricate lace, and military-inspired tailoring.

  • Key Trend: Aristocratic Darkness: The runway saw a focus on structured jackets, high-collared blouses, and long, dramatic skirts, often in deep shades of black, bordeaux, and navy.
  • Ouji Resurgence: The Ouji fashion (prince style) line was particularly strong, showcasing elaborate vests, breeches, and accessories like the iconic top hat and cravats, appealing to a growing segment of the J-fashion community.

KANSAI COLLECTION 2025 A/W Appearance

Further demonstrating its mainstream appeal, A&P was featured at the KANSAI COLLECTION 2025 AUTUMN＆WINTER on August 6, 2025, at the Kyocera Dome Osaka. This appearance brought the brand's unique vision to a massive audience, bridging the gap between niche alternative fashion and mainstream Japanese runway culture. The Autumn/Winter lineup hinted at new interpretations of the brand's signature Nautical/Pirate and Steampunk themes, incorporating heavier textures and layered silhouettes perfect for the colder months.

The Core Aesthetic: Why A&P’s Dark Romance Endures

Established in 2007 as a sub-label of Baby, The Stars Shine Bright, Alice and the Pirates quickly carved out a distinct identity. While the main brand focused on the 'Sweet Lolita' aesthetic, A&P embraced a world of gothic mystery and adventure. This consistent, high-concept approach is the foundation of its topical authority.

The Triple-Threat Aesthetic: Pirate, Gothic, and Steampunk

A&P is renowned for seamlessly blending three powerful, high-concept aesthetics into cohesive collections:

  1. The Pirate Motif: This is the brand's namesake and most recognizable theme. It features elements like eye patches, treasure maps, anchors, ship wheels, and ruffled pirate blouses. The Pirate Alice print is one of the foundational designs that established this theme early on.
  2. Gothic Lolita: A&P’s version is often more theatrical and aristocratic than other Gothic brands. It utilizes crosses, crowns, coffins, and dark florals, exemplified by the highly sought-after Elizabeth ~Bride of the Death~ JSK I (Jumper Skirt), which saw a significant restock in 2025, much to the delight of collectors.
  3. Steampunk Adventure: Incorporating gears, airships, clocks, and goggles, the Steampunk theme allows for intricate detailing and a neutral color palette of brown, bronze, and cream, offering a sophisticated alternative to the typically darker styles.

The brand's color philosophy initially focused on stark contrasts—black and navy—but has expanded to include rich colorways like Rosario (red) and deep moss green, making each new release a collectible item.

Must-Know Prints and Collaborations of the Current Era

A significant part of A&P's ongoing success lies in its ability to create prints that tell a complex, unforgettable story. These prints become the cornerstone of a wearer's wardrobe, often commanding high prices on the second-hand market.

Iconic and Current Prints

While the 2025 runway pieces are still making their way into stores, the brand continues to re-release and reference its most popular prints, ensuring new fans can access the classics. Notable prints that define the A&P legacy and its current offerings include:

  • Drosselmeyer's Wonderbox: A print based on the Nutcracker, featuring a variety of toys and a unique, magical color palette.
  • Magical Popping Fantasy: A whimsical print with a Mary Poppins-esque theme, known for its intricate detail and fantastical elements.
  • The Castle of Nightmare: A darker, more architectural print that perfectly encapsulates the Gothic side of the brand, which saw new accessories and minor pieces released in 2025.
  • Briar Rabbit's Paysage: A slightly more classic print featuring rabbits and crowns, showing the brand’s range.

The Power of Collaboration

A&P maintains its relevance through strategic and creative collaborations. The brand is known for working with other artists and companies to produce unique items that become instant collector's pieces. Recent collaborations include:

  • A dark, whimsical partnership with Sentimental Circus, the popular character brand known for its melancholy stuffed animals.
  • A triple collaboration with Le Petit Prince and Groove (the company behind Pullip dolls) to create a highly detailed Isul doll, blending the classic children's story with A&P's theatrical flair.
  • The release of a BABY/PIRATES 2025 Umbrella and the A/P Diamonds OTKs (2025), ensuring that even the smallest accessories reflect the brand's current styling.

By consistently delivering high-quality, high-concept fashion and successfully integrating its aesthetic into major 2025 fashion events, Alice and the Pirates has proven that its vision of dark romance and adventure is timeless.

The 5 Major Reasons Alice and the Pirates is Dominating J-Fashion in 2025
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