"Revolutionizing Period Underwear" ÉCRU Holds First POP UP at Matsuya Ginza, Pre-orders for Collaboration Absorbent Shorts with Maimia Also Begin
Lifestyle brand ÉCRU will hold its first pop-up store at Matsuya Ginza, starting pre-orders for "SUNMOON ÉCLAT PERIOD SHORTS," a collaboration absorbent shorts with lingerie brand Maimia. Limited novelty gifts and customer service by ÉCRU staff will also be available during the period.
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- 📰 Published: May 2, 2026 at 01:00
- 🔍 Collected: May 1, 2026 at 16:31
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Lifestyle brand "ÉCRU" will hold a limited-time pop-up event starting May 6, 2026 (Wednesday) at "Maimia," a lingerie brand with a permanent store on the 6th floor of Matsuya Ginza.
This event will feature pre-orders for the "SUNMOON ÉCLAT PERIOD SHORTS," the first collaboration absorbent shorts with Maimia.
SUNMOON ÉCLAT PERIOD SHORTS
Inspired by Taiwan's scenic spot "Sun Moon Lake," this collaboration is developed under the theme of "Sun and Moon = the 24/7 rhythm of women."
Together with "SUNMOON," the word "ECLIPSE" (where the sun and moon overlap) is featured, expressing this as an iconic collection where the two brands converge.
A single piece with a feminine silhouette and reassuring absorbency.
Its sleek fit and sheer transparency enhance a romantic impression.
It is easy to use daily and designed to be approachable for first-time users.
By combining ÉCRU's pursuit of absorbent design with Maimia's delicate and romantic design, we propose a new value that goes beyond mere functionality: "a piece you want to wear because your heart desires it."
■ Collaboration Limited Novelty
Customers who purchase the collaboration absorbent shorts during the pop-up period will receive an original portable pouch as a gift.
It is recommended not only as a charm for before menstruation but also for carrying cosmetics and small items.
*Novelties are available in limited quantities.
In addition to the collaboration items, ÉCRU's existing products will also be available at this pop-up.
This will be an opportunity to see and touch items that have primarily been sold online.
During the period from May 6 (Wednesday) to May 10 (Sunday), ÉCRU staff will also be present at the store to provide direct guidance on products. You can also consult about sizing and specifications, so please take this opportunity to visit.
POP UP Overview
Period: May 6, 2026 (Wednesday) - May 26, 2026 (Tuesday)
Location: Maimia store on the 6th floor of Matsuya Ginza
■ Event Details
・Pre-orders for Maimia × ÉCRU collaboration items
・Exhibition and sale of ÉCRU's existing products
*During the pop-up period, customers who purchase one collaboration absorbent shorts will receive an original pouch (limited quantity).
■ Collaboration Product Overview
Product Name: SUNMOON ÉCLAT PERIOD SHORTS
Suitable for light to regular flow days (absorbency: approx. 45ml) (*1)
Sales format: Pre-order
Sizes: S / M / L
Price: 11,660 yen (tax included)
Estimated delivery: Late July to early August 2026
*1 According to our research
*Test results are values under specific conditions and do not guarantee absorbency. Errors may occur depending on the environment and usage conditions.
*We do not guarantee complete prevention of leakage depending on menstrual flow and usage environment. If you are concerned, we recommend using it with a sanitary pad.
*This product is not for medical or therapeutic purposes.
Maimia Inc.
A lingerie brand launched in May 2018 by Maimia Inc.
Based on its own e-commerce store, it holds pop-up events at department stores and select shops in Tokyo and Kansai, and currently has permanent spaces at Matsuya Ginza and Shibuya Seibu.
In 2019, it became the first Japanese brand to win the "Young Label Award" for Asia-Pacific brands at "Interfiliere Shanghai," a lingerie material exhibition hosted by EUROVET.
The dressed you and the nude you.
What about the you in between?
Delicate colors born from inspiration sources such as art, culture, travel, and plants.
Supple and moist textures that convey emotion and passion.
Three-dimensional silhouettes calculated to highlight the female curve.
The message conveyed is: "We want to inspire the 'you in between' the naked you and the dressed you."
WEB store: https://www.maimia.jp
Instagram: https://www.instagram.com/maimia_lingerie/
ÉCRU LLC
"ÉCRU" is a brand that supports women living busy daily lives, bringing a little something to their everyday...
This event will feature pre-orders for the "SUNMOON ÉCLAT PERIOD SHORTS," the first collaboration absorbent shorts with Maimia.
SUNMOON ÉCLAT PERIOD SHORTS
Inspired by Taiwan's scenic spot "Sun Moon Lake," this collaboration is developed under the theme of "Sun and Moon = the 24/7 rhythm of women."
Together with "SUNMOON," the word "ECLIPSE" (where the sun and moon overlap) is featured, expressing this as an iconic collection where the two brands converge.
A single piece with a feminine silhouette and reassuring absorbency.
Its sleek fit and sheer transparency enhance a romantic impression.
It is easy to use daily and designed to be approachable for first-time users.
By combining ÉCRU's pursuit of absorbent design with Maimia's delicate and romantic design, we propose a new value that goes beyond mere functionality: "a piece you want to wear because your heart desires it."
■ Collaboration Limited Novelty
Customers who purchase the collaboration absorbent shorts during the pop-up period will receive an original portable pouch as a gift.
It is recommended not only as a charm for before menstruation but also for carrying cosmetics and small items.
*Novelties are available in limited quantities.
In addition to the collaboration items, ÉCRU's existing products will also be available at this pop-up.
This will be an opportunity to see and touch items that have primarily been sold online.
During the period from May 6 (Wednesday) to May 10 (Sunday), ÉCRU staff will also be present at the store to provide direct guidance on products. You can also consult about sizing and specifications, so please take this opportunity to visit.
POP UP Overview
Period: May 6, 2026 (Wednesday) - May 26, 2026 (Tuesday)
Location: Maimia store on the 6th floor of Matsuya Ginza
■ Event Details
・Pre-orders for Maimia × ÉCRU collaboration items
・Exhibition and sale of ÉCRU's existing products
*During the pop-up period, customers who purchase one collaboration absorbent shorts will receive an original pouch (limited quantity).
■ Collaboration Product Overview
Product Name: SUNMOON ÉCLAT PERIOD SHORTS
Suitable for light to regular flow days (absorbency: approx. 45ml) (*1)
Sales format: Pre-order
Sizes: S / M / L
Price: 11,660 yen (tax included)
Estimated delivery: Late July to early August 2026
*1 According to our research
*Test results are values under specific conditions and do not guarantee absorbency. Errors may occur depending on the environment and usage conditions.
*We do not guarantee complete prevention of leakage depending on menstrual flow and usage environment. If you are concerned, we recommend using it with a sanitary pad.
*This product is not for medical or therapeutic purposes.
Maimia Inc.
A lingerie brand launched in May 2018 by Maimia Inc.
Based on its own e-commerce store, it holds pop-up events at department stores and select shops in Tokyo and Kansai, and currently has permanent spaces at Matsuya Ginza and Shibuya Seibu.
In 2019, it became the first Japanese brand to win the "Young Label Award" for Asia-Pacific brands at "Interfiliere Shanghai," a lingerie material exhibition hosted by EUROVET.
The dressed you and the nude you.
What about the you in between?
Delicate colors born from inspiration sources such as art, culture, travel, and plants.
Supple and moist textures that convey emotion and passion.
Three-dimensional silhouettes calculated to highlight the female curve.
The message conveyed is: "We want to inspire the 'you in between' the naked you and the dressed you."
WEB store: https://www.maimia.jp
Instagram: https://www.instagram.com/maimia_lingerie/
ÉCRU LLC
"ÉCRU" is a brand that supports women living busy daily lives, bringing a little something to their everyday...