In the world of Loveless, each person is born with cat ears and a tail, which disappear only if that person engages in a sexual intercourse. Because of this, they have come to symbolize virginity and innocence. Additionally, fighting is only done by fighting pairs or couples, where one is known as the Sacrifice and the other as the Fighter. The first receives the damage while the latter attacks. Ritsuka Aoyagi is a 12-year-old boy, who for some unknown reason suffers from amnesia. His brother got killed recently, and as if his life has not been hard enough lately, on his first day at the new school he gets approached by a stranger called Agatsuma Soubi, who claims to have known his late brother. Ritsuka finds out that Agatsuma and his brother used to be a fighting pair, and that Agatsuma has inherited Ritsuka now that his brother is gone. Together, they try to find the truth behind his brother's death and the organization known as the Seven Moons, which may have been responsible for it. All the while, it seems that Ritsuka and Agatsuma are becoming closer than they intended to be…

Keitaro Urashima promised a girl when he was young that they would meet up again at Tokyo University in the future. Sadly, in the National Practice Exam, Keitaro ranked 27th from the bottom. Knowing his grandmother owned a hotel, Keitaro intended to stay there while continuing his studies for Tokyo U, only to find out the hotel had long been transformed into an all-girls dormitory. Through an odd twist of fate, Keitaro eventually became the manager of the dorm, beginning his life of living with five other girls.

Naoto Ooizumi is the writer of the CosPrayers TV show, although this is a secret known only to the producer of the show, Mitsuki Ikuta. He has a crush on one of the actresses in the show, Natsumi Yagami. As the show proceeds so does their relationship, with many wacky twists and turns along the way. (Source: ANN)

As another year begins at Yuigaoka Girls' High School, ushering in a fresh batch of students, the school idol club Liella! is excited to expand their membership. However, Liella! is extremely popular due to the astounding talent they have continuously displayed; thus, new students lack the courage to even consider approaching the club, fearing the rigorous training that might lie ahead. Amid her worries, club leader and co-founder Kanon Shibuya meets first-year student Kinako Sakurakouji and tells her about the world of school idols. This leaves Kinako in awe, but being fairly average herself, she feels she would not be capable of matching the spirited performances of the brilliant Liella! members. Nonetheless, Kinako receives encouragement to join the group and comes to share their dream of reaching for the stars once again in the grand Love Live! Competition.