Sanrio's Marron Cream Gets First LILY BROWN Fashion Collab

Vintage Craft Meets a 40-Year-Old Sanrio Icon

Marron Cream, the Paris-born rabbit who loves baking, crafts, and fashion, turned 40 last year. To celebrate the anniversary, LILY BROWN, a Japanese women's brand known for vintage-inspired detailing, has built its first Sanrio collaboration around the character's nostalgic, slightly European aesthetic.

The result is "LILY BROWN MARRONCREAM," a collection of eight items sold exclusively through Sanrio's sanrio house retail channel. LILY BROWN drew on its signature craft techniques to translate Marron Cream's world into wearable pieces with a retro mood.

What's in the Collection

The lineup covers summer-ready apparel and accessories across three color palettes (white, pink or red, and blue):

T-shirt (¥9,350): Cotton with a raised foam print inspired by antique message cards, given a vintage-style finish. The fit is relaxed.
Cardigan (¥13,200) and Dress (¥9,900): Both use a soft fabric covered in an original all-over Marron Cream print.
All-over print T-shirt (¥8,470): A slightly compact silhouette designed to pair cleanly with different bottoms.
Scrunchie (¥5,940): A big-ribbon style that reveals gingham check and lace frill when tied.
Tote bag (¥7,920): Finished with layers of tulle lace.
Eyewear case (¥5,940): Unfolds into a heart shape when the button is released.
Pouch (¥6,930): Lace-frilled, with an interior pocket for small items.

Prices range from ¥5,940 to ¥13,200 (roughly $40 to $90).

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Where and When to Buy

The collection went on sale June 25 at the Lumine Shinjuku 2 store (from 11:00 AM) and hits the Lucua Osaka location on June 30 at 10:30 AM. Demand is already high: Anime Anime reports that Lucua Osaka's in-store reservations through July 5 are completely full.

Online pre-orders opened June 25 at noon through the official online store, with shipments scheduled from early July.

Looking Ahead

No international retail or shipping details have been announced. Sanrio operates international online shops and regional retail partners, but whether the LILY BROWN MARRONCREAM collection will appear outside Japan remains unclear. Fans outside Japan may want to watch for listings on proxy-shopping services or Sanrio's global channels.

Marron Cream's 40th-anniversary push has included several collaborations over the past year, and further brand partnerships are likely as the celebration continues into 2026.