Four New Brands to Watch

【Wolford】
Established in 1950 in Austria, renowned for its high-quality textile production, Wolford has now returned to Japan. Globally recognized as a premier brand for legwear, lingerie, and bodywear, it is celebrated for its meticulous attention to detail and the integration of the latest technology in its technical materials, ensuring excellence in both design and quality.
The brand has reopened at Matsuya Ginza on August 20th (Friday) with its full collection, offering a complete lineup for permanent display.
As an opening commemorative gift, the first 30 customers to spend over ¥11,000 will receive a brand-original pouch.

Wolford is a brand committed to the "Cradle to Cradle" concept, focusing on designing products that generate no waste, continuously utilizing materials, and regenerating natural systems. They are implementing a product take-back program for their "Aurora Collection." Matsuya Ginza will also facilitate in-store collection of these products.

【Yue】
Yue, a new brand debuting this season from Wacoal, offers a sense of richness and comfort in everyday life. Utilizing carefully selected, high-quality materials such as hand-washable silk innerwear and bra back panels made from ultra-fine nylon yarn, and produced in Japan with Yue's unique sewing techniques, the brand aims to provide 'a comfortable beauty and experience where everything is balanced at a high level.' Yue opens at Matsuya Ginza on August 13th (Friday).
For this opening, the first 30 customers to spend over ¥22,000 using a Matsuya Card will receive a "Night Beauty Gel."

【Mymia】
Mymia's lingerie is meticulously crafted in Japanese domestic sewing factories. The lingerie features rare, world-class French lace, which can only be handled by skilled artisans. This lace offers a distinct three-dimensional quality compared to standard raschel lace, characterized by its sophisticated appearance with fresh colors and transparency, unique to French manufacturers. Mymia caters to the diverse desires of sophisticated adult women who appreciate imported lingerie but struggle to find pieces that perfectly fit their clothing size and body shape, or wish to enhance their proportions.
Mymia opened at Matsuya Ginza on August 10th (Tuesday). As part of an in-store designer event, designer Mai Kannari will be present on August 14th (Saturday) and 15th (Sunday).

【Ilfelino】
Ilfelino presents innovative lingerie styles, proposing lingerie and bodywear that allows individuals to appreciate their own structural beauty. The brand opens at Matsuya Ginza on August 10th (Tuesday). As part of an in-store designer event, Brand Director Natsuki Kita will be present from August 10th (Tuesday) to 12th (Thursday), and from August 14th (Saturday) to 16th (Monday).

■Overview
・Opening Dates: Sequentially from August 10th (Tuesday)
・Location: Matsuya Ginza, 6th Floor Lingerie "Le Lingerie"
・New Brands: 4 brands
　Opened August 10th (Tuesday): 〈Mymia〉 〈Ilfelino〉
　Opened August 13th (Friday): 〈Yue〉
　Opened August 20th (Friday): 〈Wolford〉
・Product Data: Domestic brands 12 / International brands 18 (7 brands added to the overall floor compared to before renovation)