Lily Brown Japan Shop Staff at Ikebukuro Parco

Lily Brown (リリーブラウン ) Japan is a sister clothing brand of mega popular 20 year old brand Snidel. Its concept is “Vintage Future Dress” (ヴィンテージフューチャードレス). It’s a relatively new brand only three years old this Fall (2011 started).

However it’s a very popular brand with the otona kawaii set since it focuses on similar clothing to Snidel and has the Snidel name recognition to back it. Along with Snidel its also has Fray ID, Fur Fur and Gelato Pique under the Mash Group of brands. All selling through usagi-online It has over 20 stores in Japan and many stores in China and Hong Kong. Quite a meteoric rise in three years!

I would firmly place Lily Brown Japan in the otona kawaii set. It’s often featured in Sweet, Vivi and JJ. While its look can be mote-kei it’s not really the focus.

Lily Brown Japan Ikebukuro Parco

I went to the Ikebukuro Parco Lily Brown and checked out their cute style.


Definite “Vintage Future Dress” to her look. She looks a bit 70s but still current.

lily brown japan

Sadly my bag is blocking out some of her dress, but it was a popular style. They also did it in cardigan form. Knits are a big part of their style every season and they do really nice ones.


Her make-up fits with the otona kawaii set. Eyelash extensions, simple eyeline and a sweet lip color.


Her nails were stellar. They look so nice even though they’ve been worn for about a month judging by the grow-out.


Their shoes are one of the reasons I put them out of the mote-kei set. Clogs and fake fur seem a bit Man Repeller, but they’re so cute I had to take a shot of them up close. They always do great shoes each season.

Now is a great time to open to Lily Brown Japan. Their pricey items are now on sale for Fall at usagi-online or splurge with their Spring style reservations through fashionwalker.

I’ll talk about the brand more soon and I have many more shop staff snaps to show. So please stay tuned if you’d like to look at a more adult brand!

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