R.R. Memorandum (founded in 2020) is a new EGL fashion brand and media outlet based out of the UK. The theme of the brand is nostalgic lolita fashion, producing designs inspired by the old school period of 1999-2004. We seek to use quality materials authentic to this time period, and capture, while not copying, the design spirit of that time, and recall the true rebellious nature of this fashion in doing so. Our media blog produces pieces of various kinds to reflect this revolution and rebellion against what social systems deem to be the norm. We strive to be all about inclusivity in our apparel brand output and blog think-pieces alike.
Why old school, though? Well, the individuals (mostly women) who started lolita fashion did an amazing thing- completely reject the male gaze, yet become radically visible. To wear lolita is to demand a certain amount of space; physically in wearing a petticoat or carrying a parasol perhaps, and mentally in the minds of onlookers. Lolita is the re-appropriation of opulence as something to claim personal happiness, rather than an external signifier of class. The lifestyle that lolita aspires to utilizes extravagance and beauty to cope with the less beautiful aspects of life, without denying them completely - perhaps even making the wearer of the style feel more capable for facing up to these challenges in their everyday lives.