#Japan #Tokyo #UV Protection #LILY BROWN #LUMISHADE

LILY BROWN's UV PROTECTION Series Launch

LILY BROWN, a ladies' fashion brand under Mash Style Lab, is launching its exciting new UV PROTECTION Series on May 20, 2026, at noon. This line is not only stylish but also designed to protect against harmful UV rays, perfect for the upcoming summer.

As the sun gets stronger, LILY BROWN introduces a collection that transforms sunlight from a foe into a friend. The UV PROTECTION Series will be available on the official online store and through various e-commerce avenues such as USAGI ONLINE and the MASH STORE app, and it will hit retail stores starting May 27, 2026.

Collection Overview

The collection features a range of lightweight outerwear suitable for air-conditioned environments, tailored jackets, and one-piece dresses that complete an outfit effortlessly. Each item in the lineup is designed to balance high functionality with modern aesthetics, promising comfort in everyday life and extra joy during summer outings.

The LUMISHADE by SOLAMENT® Fabric

At the heart of this collection is the newly developed original fabric, LUMISHADE by SOLAMENT®, which offers remarkable protection against both UV rays and near-infrared radiation. This innovative material blocks over 90% of UV rays and 70% of near-infrared rays, significantly reducing skin damage and internal temperature increases caused by direct sunlight exposure.

Near-infrared radiation, with its longer wavelengths, penetrates deeper into the skin than UV rays, causing potential harm like wrinkles and sagging, known as 'photo-aging.' When you feel the burning sensation during sun exposure, that discomfort can typically be attributed to near-infrared heat. By focusing on this aspect, the LUMISHADE by SOLAMENT® fabric enhances the protective features compared to standard materials, allowing for a refreshed approach to sun safety.

Featured Products and Pricing

The UV PROTECTION series includes a variety of fashionable pieces:

• - Frill Cut Cardigan: ¥15,950 (Colors: White, Pink, Gray)
• - Cut Long Pants: ¥15,950 (Colors: White, Pink, Gray)
• - Half Sleeve Jacket: ¥17,930 (Colors: Beige, Mint, Navy)
• - Loose Wide Pants: ¥17,930 (Sizes: 0, 1; Colors: Beige, Mint, Navy)
• - Shoulder Flare Shirt Dress: ¥22,880 (Sizes: 0, 1; Colors: White, Pink, Black)
• - Off-Shoulder Dress: ¥24,970 (Sizes: 0, 1; Colors: White, Light Blue, Dark Navy)
• - Peplum Blouson: ¥18,920 (Sizes: F; Colors: White, Light Blue, Black)
• - Lace Hoodie Top: ¥9,900 (Sizes: F; Colors: White, Grizzled Beige, Black)
• - 2-Way Peplum Jumpsuit: ¥19,800 (Sizes: 0, 1; Colors: Light Beige, Brown, Black)
• - UV Cut Frill Arm Covers: ¥5,280 (Sizes: 0, 1; Colors: White, Mint, Black)

All prices include tax.

How and Where to Buy

Pre-ordering begins on May 20, 2026, at noon through various sales channels:

• - Official Online Store: LILY BROWN
• - MASH STORE App: MASH STORE
• - USAGI ONLINE: USAGI ONLINE
• - ZOZOTOWN: ZOZOTOWN
• - Rakuten: Rakuten

Note that some items are available for purchase even before the official launch date. The national release will continue from May 27, 2026, at LILY BROWN's retail locations nationwide.

About LILY BROWN

Founded on the concept of 'Vintage Feature Dress,' LILY BROWN draws inspiration from vintage craftsmanship and innovative designs to deliver real fashion items for today's woman. With a focus on respecting fashion history, the collections are characterized by bold colors and playful details, blending free-spirited sensibilities with a sophisticated mood.

For more information about the brand and its products, visit:

• - Official Website
• - Instagram: @lily_brown_official
• - X: LILY BROWN
• - TikTok: LILY BROWN
• - Facebook: LILY BROWN