If you love building outfits that look like they stepped right out of a fairy tale, then you're probably familiar with the dreamy Japanese brand Swankiss. Known for its whimsical and cute aesthetic, Swankiss perfectly captures a world of soft pastels, playful ruffles, and pure storybook charm.
For those of us who love that enchanting combination of kawaii, fairycore, and romantic fashion, finding similar brands can be a real treat. If you're ready to expand your closet with more magical pieces, here are 19 brands like Swankiss that deliver on all things whimsical and cute.
If you adore Swankiss's fantasy vibes but are ready to level up the extravagance, meet Angelic Pretty. This brand is a cornerstone of the sweet Lolita fashion scene, specializing in elaborate, doll-like dresses adorned with intricate ruffles, bows, and whimsical prints. While Swankiss is more fairycore and dreamy, Angelic Pretty offers a more structured, Victorian-inspired costume aesthetic for those who truly want to dress like a princess.
Shop now at angelicpretty.com
Liz Lisa is the queen of romantic, boho-chic style in Japanese fashion, featuring lots of delicate floral prints, soft lace, and cascading ruffles. With dresses typically in the $60-$150 range, it hits a similar price point to Swankiss. Liz Lisa shares that core feminine and dreamy feeling but swaps the fairy-tale fantasy for a softer, vintage-inspired romanticism that's perfect for a picnic in a sunlit field.
Shop now at lizlisa.com
For those who love the playful, candy-colored palette of Swankiss but want something with more of a streetwear edge, Candy Stripper is a must-see. This brand blends youthful pop-art aesthetics with bold graphics and fun accessories. It has the same fun-loving energy as Swankiss but channels it into edgier, more eclectic pieces perfect for making a vibrant statement.
Shop now at candystripper.jp
Axes Femme offers a beautiful collection of vintage-inspired, romantic clothing rich with lace, embroidery, and soft pastel shades. Like Swankiss, the brand creates a distinct storybook feel, but where Swankiss is playful and cute, Axes Femme leans into a more mature, slightly Victorian aesthetic. It's like wandering into an antique shop filled with timeless, enchanting treasures.
Shop now at axesfemme.com
Jane Marple brings a gentle, nostalgic charm to the world of cute Japanese fashion. The brand is known for its sweet, vintage-inspired dresses, skirts, and accessories that often feature delicate prints, soft bows, and a refined feel. If you appreciate Swankiss's feminine style but crave something a little more classic and understated, Jane Marple offers that perfect, polished touch.
Shop now at janemarple.com
Think of Swimmer as the casual, everyday version of whimsical fashion. The brand embraces playful prints and pastel colors but packages them in relaxed, slightly sporty fits. It captures the same youthful energy as Swankiss but is geared more toward cute and comfy daily wear, offering everything from accessible accessories to laid-back dresses.
Shop now at swimmer-japan.com
As a sub-line of Liz Lisa, LIZ LISA Doll dials up the cute, playful aesthetic to the max. It emphasizes a much more doll-like feel, with even more ruffles, bows, and sweet pastel tones. If you love the magical-girl or fairy-tale essence of Swankiss, you'll feel right at home with the ultra-youthful and whimsical designs of LIZ LISA Doll.
Shop now at lizlisa.com
Secret Honey is famous for its official Disney collaborations but also offers a core line of girly, youthful fashion with a subtly edgy twist. The aesthetic is cute and trend-forward, mixing sweet dresses and skirts with a hint of modern rebellion. It aligns with Swankiss's cute, feminine vibe but brings in more contemporary trend influences.
Shop now at secrethoney.jp
A pioneer in the world of cute fashion, Milk creates vintage-inspired pieces with an innocent, nostalgic quality. Their collections feature soft tones, signature bows, and delicate lace details that evoke a sweet, fairy-tale vibe. Like Swankiss, Milk is all about a dreamy, romantic sensibility, but with a distinct retro feel that feels timelessly charming.
Shop now at milk-shop.jp
If your idea of whimsical involves being cozy and cute, Fint is the brand for you. Specializing in approachable styles like oversized sweaters, soft dresses, and quirky accessories in pastel palettes, Fint channels a playful aesthetic that is all about comfort. It has Swankiss's lighthearted appeal but in a much more casual, laid-back way.
Shop now at fint.jp
For those who love discovering lesser-known gems, A Tubie is an indie Japanese brand that specializes in adorable, quirky fashion. Expect lots of cheerful pastel colors, cute conversation prints, and playful accessories that inspire fun. It shares Swankiss’s focus on whimsical, youthful aesthetics but brings a unique, artsy touch that helps you stand out from the crowd.
Shop now at atubie.jp
Earth Music & Ecology offers a more grounded, everyday take on romantic fashion. With a focus on soft florals, delicate lace, and lovely ruffles, the brand delivers pieces that are charming and feminine but designed for real life. It has hints of Swankiss's fairy-tale feel at very affordable prices, making it easy to sprinkle a little romance into your daily wardrobe.
Shop now at earthmusic.jp
Emiria Wiz channels a distinctly sweet and classically romantic aesthetic. The collections are filled with dreamy dresses and accessories featuring an abundance of lace, ribbons, and soft pastel shades perfect for a princess-inspired look. It’s similar to Swankiss in its pursuit of fantasy but focuses more on elegant, refined vintage silhouettes.
Shop now at emiriawiz.com
Imagine the dreamy vibe of Swankiss but designed for ultimate comfort. That’s Secret Sloth. This brand blends cute, whimsical details with cozy, lounge-inspired clothing. Known for its soft pastels, fun prints, and playful accessories, it’s the perfect choice for anyone who wants to feel magical and relaxed at the same time.
Shop now at secretsloth.jp
Named after the cult-favorite Japanese fashion magazine, Larme offers sweet and romantic clothing right in line with its signature look. Heavily featuring lace, bows, floral prints, and pastel tones, the brand feels like it's straight from a whimsical fairy tale. For fans of Swankiss, Larme provides a very similar soft, feminine aesthetic with a classic, vintage charm.
Shop now at larme-staff.jp
Ank Rouge expertly combines playful, girly fashion with a subtle streetwear edge. You'll find cute prints and oversized sweaters alongside pieces with a bit of a rebellious vibe. It's an excellent match for a Swankiss fan who enjoys mixing sweet aesthetics with a dose of modern, eclectic attitude for a look that's both charming and cool.
Shop now at ankrouge.jp
Punyus, produced by comedian Naomi Watanabe, makes cute, everyday fashion accessible and fun. With its extensive size range, pastel colors, playful prints, and comfy fits, it’s a brilliant option for those who want that whimsical feeling in relaxed, daily-wear styles. It channels a similar joyful spirit to Swankiss but in a more casual, streetwear-adjacent context.
Shop now at punyus.jp
Much like the iconic magazine it’s associated with, Zipper is all about trendy, youthful streetwear with an emphasis on fun. The brand's offerings include oversized hoodies, graphic tees, and bold accessories in vibrant colors. It captures the same playful, non-serious spirit of Swankiss but filters it through an energetic, casual lens.
Shop now at zipper-online.jp
Mysty Woman builds its aesthetic around romantic, vintage-inspired fashion. With a heavy focus on details like lace, florals, and soft pastel shades, its collections easily evoke a fairy-tale, princess-like feeling. It’s an ideal parallel for lovers of Swankiss's dreaminess who want to lean into a purely romantic and whimsical style.
Shop now at mystyw.jp
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