Princess YOU! is a Lolita brand founded in 2025. It is the dream project of Maddie, an aspiring fashion designer who hopes to one day attend Bunka Fashion College in Tokyo, Japan. Princess YOU! is inspired by sweet lolita fashion brands like Angelic Pretty, Baby The Stars Shine Bright, Liz Lisa, and new brands from Taobao such as ToAlice. Our goal is to create sustainable, ethically sourced, and inclusive Lolita fashion.

Lolita is a fashion style originating from Japan in the early 90s. It is inspired by Victorian and French renaissance fashion. The biggest fashion inspiration for many Lolitas is Alice from Lewis Caroll's Alice in Wonderland.