The movement started in the late 1970s when famous labels including Pink House, Milk and Pretty, began selling clothes that would be considered "Lolita" by today's standards. In the 1990s, Lolita fashion became better recognized, with bands coming into popularity at the time. Today, Lolita fashion has gained global popularity and can be found even in department stores in JapanLolita fashionis a fashion subculture originating in Japan that is based on Victorian-era clothing as well as costumes from the Rococo period, but the style has expanded greatly beyond these two.There are a lot of style types of Lolita fashion:
- Gothic Lolita: Is a combination of the Gothic and Lolita fashion. GothLoli fashion is characterized by darker make-up and red lipstick. Lolitas uses dark clothes, cross jewelry, religious symbols, bags and purses in shapes like bats, coffins, and crucifixes are also used to accessorize the Gothic Lolita look.
- Sweet Lolita or ama-loli: 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 are pink, peach, or pearl. 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 , flowers, lace, bows, animal themes, and ribbons to emphasize the cuteness of the design. 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.
- Classic Lolita: Colors and patterns used in classic Lolita can be seen as somewhere between the Gothic looking and sweet styles.Designs containing a-lines, as well as Empire waists are also used to add to the more mature look of the classic style. Shoes and accessories are less whimsical and more functional. The makeup used in classic Lolita is often a more muted version of the sweet Lolita makeup, with an emphasis placed on natural coloring.
- Punk Lolita: Lolita Punk adds punk fashion elements to Lolita fashion. The most popular garments are blouses or cutsews and skirts, although dresses and jumper skirts are also worn. Common footwear includes boots with platforms.
There are more style types of Lolita fashion:
Princess Lolita,
Shiro & Kuro Lolita,
Ōji Lolita (Boystyle)
Sailor Lolita
Country Lolita, 
Wa lolita
Wa lolitaCasual Lolita
