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Moi-même-Moitié is a well known Gothic Lolita fashion label in Japan. Created by Mana, the lead guitarist of well known 90s Visual Kei band, Malice Mizer, Moi-mem-Moitie was created in 1999 and has been well known ever since for providing Gothic Lolita styles that are more elegant and flowing than most of the cuteness that is typically scene in the genre. Specifically, the brand is known for crossing a bit of darkness into that cute aesthetic to create elegant, clean clothing that can be worn in the real world.

The name derives from the French for “myself” (moi-meme) and “half” (moitie). The expression itself does not actually exist in French and is an amalgamation created by Mana to express his vision of what gothic Lolita fashion is best described as.

Clothing Style

Moi-meme Moitie’s clothing is best known for its use of custom material and couture design, combining a series of different, well known aspects to the gothic Lolita genre of fashion. The logo itself is a candle stick and is almost always included in the clothing, usually in the embroidery of the buttons or lace. Well known parts of the clothing include gothic symbols such as crosses, bat wings, roses, and gothic architectural flourishes. Black, white and grey are the most common colors with the occasional use of a deep, almost satin like blue and lace is a very common addition to all clothing. Mana developed many of the modern terms used to describe gothic Lolita clothing, including “Elegant Gothic Lolita” and “Gothic Aristocrat” to best describe his line.


Moi-meme-Moitie is located in both Tokyo and Hiroshima and has a website available for online ordering in both English and Japanese to accommodate international orders.

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