[LILY BROWN] A year-long project featuring “Hearts2Hearts,” a special model combining global appeal and fresh sensibilities, will begin in October 2025.
Mash Holdings Co., Ltd. Press Release: October 21, 2025 [LILY BROWN] Starting in October 2025, a year-long project featuring “Hearts2Hearts,” a special model combining global appeal and fresh sensibilities, will begin. The first visual released shows Hearts2Hearts wearing the latest Winter 2025 collection. LILY BROWN, a women’s brand developed by Mash Style Lab Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo / CEO: Hiroyuki Kondo), will launch a year-long project in October 2025 featuring the eight-member girl group Hearts2Hearts, which debuted in February 2025, as special models. As the first step in this project, a special page for the latest Winter 2025 collection featuring Hearts2Hearts visuals will be released on the official online store and the e-commerce department store USAGI ONLINE from 12:00 noon on Tuesday, October 21, 2025, with advance orders starting from 12:00 noon on Wednesday, October 22. Additionally, a 10% MA point rebate campaign will be held for three days from Wednesday, October 22 to Friday, October 24 for advance order items.
https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-38df770ebc735b18199058ba0dfab0e8-750×998.jpg
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-4321863f5f1f978653cec973d197fb35-2025×2700.jpg IAN Tops ¥16,940 Skirt ¥20,900 Shoes ¥15,950 Pierced earrings ￥3,520
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-ea079df366a7b59b33a16a252101a8ce-2025×2700.jpg CARMEN Dress ¥29,920 Socks ¥3,300 Shoes ¥16,940 Bag ¥15,950 Image
URL: https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-37b515e5da8960cc0bf8013503f662ec-2025×2700.jpg
https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-bbc7f3a4aa7f1625f2ff0ec76d6036a-2025×2700.jpg JUUN Cardigan ¥16,940 Shirt ¥30,910 Pants ¥11,880 Shoes ¥14,960 Hair accessory ¥6,380
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-4c5a10c606f58aeff8f18af1a9e106bb-2025×2700.jpg YE-ON Body suit ¥14,960 Dress ¥18,920 Shoes ¥14,960 Hair accessories ¥8,580 Pierced earrings ￥4,620
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-bd7da57305ecd5365786770f0b153bb5-2025×2700.jpg STELLA Knit tops ¥10,450 Skirt ¥14,960 Jacket ¥15,950 Socks ¥3,300 Shoes ¥14,960 Bag ¥17,930 Babushka ¥3,960 Necklace ¥7,920 Image
URL: https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-9ef9dcc2ff034e84b33027ccf1e4ec9d-2025×2700.jpg
https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-b35a63a643eabc857ff9e80bcf4e8054-2026×2700.jpg A-NA Jacket ¥25,960 Blouse ¥14,960 Skirt ¥12,980 Socks ¥2,750 Shoes ¥16,940 Beret ¥8,910 Bag ¥19,910 Bag charm ¥6,930 Pierced earrings ￥5,500
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-575c54beff3844202659e35390b993a6-1000×1333.jpg JIWOO Jacket ¥16,940 Bustier ¥12,980 Skirt ¥16,940 Pants ¥14,960 Shoes ¥16,940 Necklace ¥6,930
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https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-55317876bff15c0a3bcabc1685a5ba25-2025×2700.jpg YUHA Dress ¥19,910 Socks ¥2,750 Shoes ¥16,940 Bag ¥11,880 All prices include tax Sales ■Special page release date: Tuesday, October 21, 2025, 12:00 PM (noon) ・Official Online Store 〈 https://lily-brw.com/ 〉 ・USAGI ONLINE 〈 https://usagi-online.com/brand/lilybrown/ 〉 ・MASH STORE (official app) ■Pre-order start date: Wednesday, October 22, 2025, 12:00 PM (noon) ・Official online store 〈 https://lily-brw.com/ 〉 ・USAGI ONLINE 〈 https://usagi-online.com/brand/lilybrown/ 〉 ・MASH STORE (official app) ・ZOZOTOWN〈 https://zozo.jp/shop/lilybrown/ 〉 ・Rakuten https://brandavenue.rakuten.co.jp/ba/shop-lilybrown/ 〉 Others *Sales will be sequential based on the estimated delivery date listed on each item’s product detail page. ■MA Points 10% Campaign: October 22nd (Wed) – October 24th (Fri), 2025 For three days from October 22nd (Wed) to October 24th (Fri), MA CARD members who purchase Winter 2025 pre-order items will receive 10% points, regardless of membership rank. (Applicable to pre-order items only) Hearts2Hearts (Hearts to Hearts) Profile 【Team Profile】 Hearts2Hearts (Hearts to Hearts) is a group that connects hearts with fans around the world through a mysterious and beautiful world of music filled with various emotions and heartfelt messages, and represents our movement forward together as a bigger “we.” The group consists of eight members, JIWOO, CARMEN, YUHA, STELLA, JUUN, A-NA, IAN, and YE-ON, who possess diverse charms and infinite potential. About LILY BROWN
https://prcdn.freetls.fastly.net/release_image/18505/3636/18505-3636-2d0145d1f593198cb90e462c559d8fee-2109×2700.jpg Based on the concept of “Vintage Feature Dress,” we offer real clothes that incorporate the delicate craftsmanship and unique designs of vintage items into modern fashion. The collection, which pays respect to fashion history, combines a free-spirited sensibility with a sophisticated mood, showcasing bold colors and eye-catching details. LILY BROWN HP: https://lily-brw.com/ lnstagram:
https://www.instagram.com/lily_brown_official/?hl=ja X:
https://x.com/_lilybrown FaceBook:
https://www.facebook.com/fashion.lilybrown