They walk down the streets in platform heels and with frilly umbrellas held in gloved fingers. Their dresses are bedecked with lace and trimmed with ribbons, their expressions innocent yet coy.

This unusual style of fashion has captured the imagination of girls (and guys!) all over the world, including some in Malaysia.

Nineteen-year-old Ngun Mei Yan, or May, is the president of the (unofficial) Malaysian Lolita Club (MLC). Formed in 2006, the club began as a way to bring Lolita fans together.

Two years later, the club has over 70 members and they gather during school holidays just to have fun, dress up and truly get a "feel" of the Lolita life.

"I'd been interested in Lolita fashion for about five years, and so I decided to start a club. At the time, it was still a relatively rare interest," said May. "Our main activity for now is to organise gatherings so that we can make new friends and, of course, dress up and have fun."

The avid follower of Lolita fashion emphasised that it's a style that suits her personality.

"Seriously, for me, it has to be the clothes. I just love the fact that everything is extremely feminine. I have to admit that I have a weakness for the lace, ruffles and ribbons. I've never been a ?girly' girl but somehow when I wear Lolita I really feel it's my style," said this college student who also cosplays.

"Furthermore, it's a pretty elaborate kind of fashion and I love all the preparations that go into an outfit," she noted. "You have to take everything into consideration--from your hair to your shoes and your nails. I also love the fact that it's definitely not a style you see every day!"

May said she orders her outfits online or buys them whenever she goes to Japan.

"It can cost anywhere from about 50 ringgit (US$14) if you make it yourself to 1,500 ringgit ($427) if you buy from the Japanese brand names," she said. "The pricing really depends on the brand and quality of the dresses."

She also mentioned that Japanese brand names, which are usually of higher quality, such as Baby, The Stars Shine Bright, can cost an average of 1,500 ringgit or more for a full outfit, not including shipping costs if ordered online. "It can be expensive, but I think it's worth it."

Her favourite brand is Mary Magdalene (MM), because of its classic Lolita style and its slightly more mature look than other brands like Baby, The Stars Shine Bright, which have a more child-like feel.

"But the thing that I really love about MM is its use of material, like some of the most beautiful and high-quality lace. And with the abundance of lace in Lolita clothing, I find that the kind of lace used really affects the beauty of a dress," she enthused.

May describes the Malaysian Lolita scene as "developing" as it is still relatively new, before adding that interest has increased in the past two or three years, especially among teenagers.

"Most of the fans here are new to the scene. There are many trend followers but fewer dedicated Lolita fashion devotees. And since they are new to it, they're mostly exposed to only the basics of the fashion," she observed.

She cited the lace, the ruffles, and the child-like look as the basics of Lolita fashion, but stressed that Lolita fashion is a lot more intricate than that.

"Lace and ruffles (or the lack of it) do not solely make or break a Lolita outfit. There are also a lot of misconceptions about Lolita fashion that need to be changed, even among the fans themselves."

Aiko, the vice-president of the Malaysian Lolita Club, is attracted to Lolita fashion's ?innocent, elegant, and cute look'.

The best part about Lolita fashion, May reckons, is that it is not confined to a neat definition but allows much room for creativity, as with every other fashion style. Still, there are guidelines to follow, and one can't put any kind of lace on a skirt and call it Lolita.

"I think the best way to learn about it is to see for yourself," she advised.

"The best thing for someone who is just starting to get interested in Lolita is to look at lots and lots and lots of pictures of the style. Browse brand websites, maybe join an online Lolita forum, look at some Lolita fashion magazines, read about it."

Elaine Tan Hui Lin (nicknamed Aiko), 17, the vice-president of MLC, attributed her passion for Lolita fashion to the feeling of fantasy it offers.

"I am attracted to the innocent, elegant and cute look of Lolita. Besides that, the princess-like lifestyle and appearance of the Loli-style also appeal to me. Somehow, there is also the wonderland feeling that one does not get from this urban city," she said.

Aiko gets her outfits from professional tailors all over the world via online services and they cost her upward of 300 ringgit ($85), though she usually makes them herself.

"I first found out about Lolita from the movie Shimotsuma Monogatari, or Kamikaze Girls, and later met other Lolita from various forums and through online guides.

"When May started the Malaysian Lolita Club, I gladly accepted her invitation to take up the position of vice-president."

Suffice to say, these two girls have poured in their heart and souls into the club: check out their website at community.livejournal.com/msianloliclub.

Featuring updates on their activities as well as pictures and useful links to the whats-of Lolita, they welcome anyone who is interested in Lolita (even if you don't dress like one) to join them, meet more friends and just have fun!

Loli-pop culture

Visual-kei roots

According to the Gothic and Lolita Bible, Mana of the Japanese rock band Malice Mizer, whose ability to dress as a female Gothic Lolita, was the one who gave rise to the fashion in the 1990s. This was when visual-kei (or visual style) rock was taking hold in Japan and bands fascinated fans with their flamboyant and outrageous costumes onstage.

Lolita types

There are generally three types of Lolita, according to the Gothic and Lolita Bible:

Gothic Lolita favour clothes that are dark, sombre, yet complete with ultra-feminine hair and dramatic makeup that speaks of a darker centre to the innocence outside.

The Sweet Lolita love pastels and wear candy or fruit-shaped accessories to enhance the cute appearance.

Punk Lolita mix varying degrees of punk and Lolita styles.

However, these are not hard and fast rules; after all, the Lolita is all about mix-and-match and expression of individual creativity.

Major players

In the world of Lolita dressing, these three brands rule: Moi-meme-Moitie (Mana's own Lolita clothing line), Baby, The Stars Shine Bright, and Metamorphose.

Many Lolita, however, also make their own attire from scratch.