Lolita fashion (ロリータ・ファッション rorīta fasshon) is a fashion subculture originating in Japan that is based on Victorian and Edwardian clothing. The origin of the term's meaning is complex, and remains unclear. The movement likely started in the late 1970s when famous labels including Pink House, Milk, and Pretty (later known as Angelic Pretty) began to sell clothing. In the 1990s, bands such as Princess Princess began to rise in popularity which prompted the style to become popularized in Tokyo with Japanese youth.