#Japan #Tokyo #spring collection #LILY BROWN #Lily Bear

LILY BROWN Launches Travel-Inspired Lily Bear Collection

On April 22, 2026, LILY BROWN, a popular women's brand from MASH Style Lab (headquartered in Chiyoda, Tokyo), will introduce the latest additions to its beloved Lily Bear series, themed around travel. These new items will be available at the official online store, the MASH STORE app, USAGI ONLINE, and stores nationwide.

To celebrate the launch, a novelty fair will kick off on the same day at all participating stores and online platforms, where customers can enjoy special gifts while supplies last. A sneak peek of the collection will be available on online stores starting April 17 at noon, presenting an exciting opportunity to get a head start on shopping the new items.

LILY BROWN’s Lily Bear series has consistently captured attention each season, blending a playful spirit with comfort. This new airline collection reflects the anticipation of travel as the weather warms up, offering perfect outfits for the Golden Week holidays and long trips. The styles prioritize both playfulness and comfort, ensuring that you look good and feel great no matter where your adventures take you.

Collection Highlights

The new travel collection features a variety of items designed to be stylish yet practical:

1. Sheer Stripe Shirring Bustier
- Price: ¥8,910
- Colors: White (WHT), Yellow (YEL), Blue (BLU)
- Size: Free

2. Lily Bear Chouchou Set Sheer Shirt
- Price: ¥13,970
- Colors: White (WHT), Yellow (YEL), Blue (BLU)
- Size: Free

3. Lily Bear Airline T-Shirt
- Price: ¥7,920
- Colors: White (WHT), Red (RED), Black (BLK)
- Size: Free

4. Cooling Contact Compact T-Shirt
- Price: ¥5,940
- Colors: White (WHT), Pink (PNK), Yellow (YEL), Blue (BLU), Black (BLK)
- Size: Free

5. Lily Bear Side Button Cable Knit
- Price: ¥12,980
- Colors: Off White (OWHT), Pink (PNK), Blue (BLU), Navy (NVY)
- Size: Free

6. Lily Bear Sweat Pants
- Price: ¥11,880
- Colors: Off White (OWHT), Yellow (YEL), Gray (GRY)
- Size: Free

7. Lily Bear Carry-On Boston Bag
- Price: ¥10,450
- Colors: Ivory (IVR), Pink (PNK), Blue (BLU), Dark Navy (DNVY) (ZOZOTOWN exclusive), Light Gray (LGRY) (USAGI ONLINE exclusive)
- Size: Free

8. Lily Bear Embroidery Cap
- Price: ¥7,480
- Colors: Ivory (IVR), Pink (PNK), Navy (NVY)
- Size: Free

9. Lily Bear Float Ring Charm
- Price: ¥6,380
- Colors: Mix, Mint (MNT), Blue (BLU), Orange (ORG), Brown (BRW)
- Size: Free

All prices are inclusive of tax.

Novelty Fair Details

Starting April 22, customers who purchase over ¥22,000 (tax included) will receive a Lily Bear luggage tag, available on a first-come, first-served basis until supplies are depleted.

Participating Stores

• - National Direct Stores: Store List
• - Official Online Store: LILY BROWN Online
• - USAGI ONLINE: USAGI Online Store
• - MASH STORE (Official App): Available for smartphone users only.
• - Other platforms include ZOZOTOWN and Rakuten.

About LILY BROWN

LILY BROWN centers around the concept of 'Vintage Feature Dress', blending intricate craftsmanship and unique designs reminiscent of vintage items into contemporary fashion. The brand pays homage to fashion history, offering collections that balance bold colors and captivating details with a refined aesthetic. Experience the world of LILY BROWN through their website or check them out on social media platforms like Instagram, X, TikTok, and Facebook.