Curly girly was popular from the 1990s into the early 2000s, built on diva motifs and the celebrity and pop culture marketed to young girls. The styles were playful, ornate, and feminine. Limited Too, dELiA*s, Claire's Sweet & Sassy, Lisa Frank, and Velvet Pixies are the defining brands. Babydoll dresses and flare jeans are the core garments, alongside anything carrying glitter, bright colors, or rhinestones.