"Princess Style" was taken up in media three or four years ago, but this fashion style was not realistic enough at that time. So the word of "Princess Style" had a meaning of cute or sweet for girls.

Each brand of Princess Style was not limited to Princess Style; they handle various items besides cute clothes and small articles. Two years ago from now, the new brand "JESUSDIAMANTE" which mastered cute and gorgeous fashion like a Princess had appeared.

Then, some of girls wearing clothes of JESUSDIAMANTE received a high degree of media coverage. One of these girls, Ms. Keiko, who is a clerk of JESUSDIAMANTE, is placed as a model of Princess Style in the magazine named “ageha”, and the other girls appear in a TV program.

The expansion of consumption was caused by the influence of these media. Now, people wearing clothes of JESUSDIAMANTE are called "Diamantees". This fashion has a strong individuality. Then, Diamantees established a public image of Princess Style.

Princess Style brands other than JESUSDIAMANTE turned into Casual Princess Fashion from this spring. These brands are recognized as a different brand of Princess Style.