Mana's own fashion label, Moi-meme-Moitie was created in Japan in October 1999 with two shops opening in Tokyo and Nagoya. Moi-meme-Moitie has been available for abroad fans since winter 2004 via online distributors. Mana's very own styles are known as EGL (Elegant Gothic Lolita) and EGA (Elegant Gothic Aristocrat).
The concept behind Moi-meme-Moitie derives from Mana's fascination with the "Lolita" fasion. In a brief history of lolita, the fashion was created in the late 1970's to emphasise child-like feelings through clothing design. Dresses resemble those of the Rococo period (18th century) French aristocrats (ie Marie Antoinette) but were modernized to fit characteristics of society today.
The Lolita fashion didn't truly gain popularity until Mana began representing the fashion in Malice Mizer, and even emphasizing the idea of creating a magazine dedicated to it. Because of Mana's influence to lolita fashion, what was once a very small alternate fashion was becoming a predominate style many young people in Japan began to adapt to. While there is some evidence of "Gothic Lolita" before Moi-meme-Moitie, Mana truly defined his own style coining the terms EGL and EGA.
Today many people mix up these terms to define the lolita fashion in general, however, EGL and EGA are specifically used for Moi-meme-Moitie only. The aesthetic behind Moi-meme-Moitie is to combine darkness, elegance, and romance, with the same child-like essence the lolita fashion as a whole offers.
EGL (Elegant Gothic Lolita) is the term used for the more "feminen" style of clothes sold at Moi-meme-Moitie. These consist of blouses, baleros, skirts, JSK (jumper skirts), OP (One piece dresses), and petticoats. Skirts and dresses are usually defined by the bell shape curve they give, similar to that of how European female royalty was portrayed in the 18th century. EGA (Elegant Gothic Aristocrat) is a more masculine style defined by pants, jackets, blouses, and coats. Outside of the definitions of EGL and EGA, another typical feature of Moi-meme-Moitie are large platform shoes and symbolisms of crosses, bats, coffins, roses, and candelabra. Generally Moi-meme-Moitie bases its patterns and prints on religious, occultic, and phantasmagoric themes. The three main colors Moi-meme-Moitie often uses are black, blue, white, and occassionally red. Items are generally made of polyester, chiffon, and tulling.
Within the past few years the lolita fashion increased in popularity world wide. However, for many people living outside of Japan, Moi-meme-Moitie can be quite pricey. The prices of Moi-meme-Moitie clothes are typical designer prices in Tokyo, not converted to standard prices internationally. There are a limited supply of articles produced each time the store releases new items. Items are designed specifically for a smaller group of people in mind so Moi-meme-Moitie is not manufactured in whole sale.
The international shops now consist of CDJapan and Maruione.
Moi-meme-Moitie: CD Japan
Original Japanese shop (newest items are always updated first here)
Please note that the Japanese website DOES NOT ship abroad but the International sites, Maruione and CDJapan site will. If you are interested in purchasing something from Moi-meme-Moitie that is available on the Japanese website only, the option of looking for an online shopping service in Japan is helpful.
If you are unsure about purchasing from CDJapan or Marione, I can personally say they are very safe sites. I have ordered from both a number of times with no problems. All items ordered are shipped ASAP. The shipping prices are somewhat high but everything that comes from there is authentic from Moi-meme-Moitie (CDJapan is located in Tokyo). If you have any problems with them just email them and they respond back very quickly and efficiently.
Past and Present Moi-meme-Moitie shops
-Tokyo - 1999 - Present
-Nagoya - 1999 - 2007
-Hiroshima - 2007 - 2008
-Sendai - 2009 - Present
Within 2009-2010 Moi-meme-Moitie has expanded itself to become an extension of various other shops located throughout Japan and now France as well.
From 1999 all the way until 2009 Moi-meme-Moitie worked individually in retail, but now most Moitie clothes are sold along side with other gothic and lolita brand names in various shops such as KERA SHOP and ATELIER-PIERROT.
The last real Moi-meme-Moitie company store left is in Sendai at the Sendai Forus shop.
For reference here is a list of store locations that currently sell Moi-meme-Moitie:
-Tokyo (Shinjuku) KERA SHOP ANGEL
-Sapporo KERA SHOP Maria
-Nagoya KERA SHOP AULA
-Hiroshima KERA SHOP Maria
-Fukuoka (city) KERA SHOP HEAVEN
-Kobe KERA SHOP Maria
-Fukuoka (Prefecture) Maison de Rosenkreuzer
-Tokyo (Harajuku) ATELIER-PIERROT
-Utsunomiya (Tochigi Prefecture) ATELIER-PIERROT
-Paris, France No Sphere Boutique