Moi-même-Moitié was founded in 1999 by Malice Mizer, lead singer of the (now-disbanded_ Japanese goth band Mana. This line is *the* couture brand in Gothic Lolita style, and has played a tremendous role in defining it. He is responsible for creating the substyles known as Elegant Gothic Lolita (EGL) and Elegant Gothic Aritistocrat (after his women's and androgynous lines, respectively). EGL style uses only black, white and dark colors with liberal use of lace, bows, ruffles and high-quality fabrics.