[LILY BROWN] New 'UV PROTECTION' Series Combining UV Defense and Fashion Debuts
LILY BROWN, a brand under Mash Style Lab, announced the 'UV PROTECTION Series' on May 20, featuring proprietary 'LUMISHADE by SOLAMENT®' material that blocks both UV and near-infrared rays. The series balances fashion and functionality, with store availability starting May 27.
📋 Article Processing Timeline
- 📰 Published: May 20, 2026 at 19:00
- 🔍 Collected: May 20, 2026 at 10:31
- 🤖 AI Analyzed: May 20, 2026 at 11:57 (1h 25m after Collected)
LILY BROWN, a women's brand managed by Mash Style Lab Co., Ltd. (HQ: Chiyoda-ku, Tokyo; President: Hiroyuki Kondo), announced its 'UV PROTECTION Series' on Wednesday, May 20, 2026, at 12:00 PM. Pre-orders are available starting today via the official online store, the EC department store USAGI ONLINE, and the MASH STORE app. The series will be released sequentially at retail stores starting Wednesday, May 27.
'LUMISHADE by SOLAMENT®' is a proprietary material designed to gently care for skin and body from solar radiation. It blocks both UV rays and near-infrared rays, reducing skin damage from sunlight and preventing temperature increases inside clothing (blocks over 90% of UV rays and over 70% of near-infrared rays, based on internal company research).
Near-infrared rays have longer wavelengths than UV rays, penetrating deep into the skin. As they carry heat, they cause damage to skin tissue and are a cause of 'photo-aging,' which leads to wrinkles and sagging. The 'LUMISHADE by SOLAMENT®' was developed to increase shielding against these rays. The lineup includes high-design, functional items such as frill-cut cardigans, jackets, and dresses.
'LUMISHADE by SOLAMENT®' is a proprietary material designed to gently care for skin and body from solar radiation. It blocks both UV rays and near-infrared rays, reducing skin damage from sunlight and preventing temperature increases inside clothing (blocks over 90% of UV rays and over 70% of near-infrared rays, based on internal company research).
Near-infrared rays have longer wavelengths than UV rays, penetrating deep into the skin. As they carry heat, they cause damage to skin tissue and are a cause of 'photo-aging,' which leads to wrinkles and sagging. The 'LUMISHADE by SOLAMENT®' was developed to increase shielding against these rays. The lineup includes high-design, functional items such as frill-cut cardigans, jackets, and dresses.
FAQ
Where can I purchase the UV PROTECTION series?
Available for pre-order via the official online store, USAGI ONLINE, and MASH STORE app, with releases starting at brick-and-mortar stores from May 27.
How does near-infrared light affect the skin?
Near-infrared light carries heat that penetrates deep into the skin, damaging tissues and leading to 'photo-aging', which causes wrinkles and sagging.
What is the efficacy of the material?
The proprietary material 'LUMISHADE by SOLAMENT®' is proven to block over 90% of UV rays and over 70% of near-infrared rays.