A Fusion of Kawaii and Chic
This collaboration spans several DIANA brands, ensuring a diverse range of styles to suit various tastes. From the classic elegance of DIANA to the sporty flair of +diana, the cozy comfort of CUMUU_DIANA, and the casual femininity of artemis by DIANA, each brand brings its unique touch to the Sanrio universe.
DIANA Collection
For the main DIANA brand, the collection features sophisticated items with a playful twist:
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Ribbon Heel Pumps: These pumps showcase Hello Kitty’s iconic ribbon on the heel, available in gingham check patterns (black or red) and a unique brown leopard print inspired by a tanned Hello Kitty. Priced at ¥26,400 (tax included) with a 6cm heel.
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Mirror Charm Mini Bags: Elegant bags adorned with charms representing each character’s icon—Hello Kitty and My Melody with ribbons, Cinnamoroll with clouds, and Pompompurin with a pudding. These bags, priced at ¥22,000 (tax included), come with a beautiful face mirror charm, adding a touch of glamour to any outing.
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Open Pumps: A romantic pair inspired by My Melody, featuring original embroidered fabric with My Melody, her friend My Sweet Piano, and ribbon silhouettes. The heels are accented with colorful ribbon-like jewels. These are available for ¥26,400 (tax included) with a 7cm heel.
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Bag Charms: Adorable Hello Kitty bag charms, priced at ¥5,500 (tax included), depicting Hello Kitty wearing miniature DIANA shoes. They come with a chain and heart carabiner for easy attachment to any bag.
+diana Collection
For those who love sneakers, +diana offers a stylish option:
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Platform Sneakers: These adult-cute platform sneakers subtly incorporate each character’s world, featuring pearl and bead shoe accessories. The left and right heels boast different embroidered motifs, adding a unique accent. Available for ¥24,200 (tax included) with a 5cm heel, in designs for Hello Kitty, My Melody, Cinnamoroll, and Pompompurin.
CUMUU_DIANA Collection
CUMUU_DIANA brings cozy knit shoes to the collaboration:
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Knit Flat Shoes: Hello Kitty knit flat shoes, priced at ¥19,800 (tax included) with a 2cm heel, feature sparkling bijou and立体的な ribbons. The insoles also incorporate gingham checks and leopard prints inspired by Hello Kitty.
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Knit Ballet Shoes: These charming knit shoes, priced at ¥18,700 (tax included) with a 2cm heel, are available in Pompompurin and Cinnamoroll designs. The Pompompurin version includes his friends Muffin and Scone, along with his shoe collection hobby, while the Cinnamoroll version features his friends Mocha and Chiffon, plus his favorite cinnamon rolls.
artemis by DIANA Collection
Artemis by DIANA offers casual yet feminine styles:
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Volume Sole Loafers: Thick-soled loafers, priced at ¥18,700 (tax included) with a 3cm heel, feature sparkling Hello Kitty face silhouettes. Hello Kitty’s embroidery on the heel and insole prints further enhance the character’s presence.
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Flat Shoes: My Melody sheer pumps, priced at ¥17,600 (tax included) with a 1cm heel, glitter with My Melody’s face silhouette. The design is enveloped in sparkling hearts, and the insoles feature prints expressing My Melody’s world.
Special Purchase Opportunities and Novelties
WEB SHOP Pre-Order
From January 14th to January 21st, 2026, customers can pre-order collaboration items via the official DIANA WEBSHOP. As a special bonus, each order (excluding bag charms) will receive an exclusive Hello Kitty original embroidered Imabari towel. This offer is limited and available while supplies last.
Lumine Est Shinjuku Early Sale
An early sale will take place at DIANA Lumine Est Shinjuku store from January 31st to February 1st, 2026. Purchasers of collaboration items (excluding bag charms) will receive a unique tanned Hello Kitty original embroidered Imabari towel per transaction. This is also a limited offer.
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Location: DIANA Lumine Est Shinjuku B1F, 3-38-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
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Contact: 03-3352-1475
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Hours: 11:00-21:00 (Weekdays), 10:30-21:00 (Weekends/Holidays)
General Sale
The full collection will be available starting February 2nd, 2026, at DIANA stores nationwide, artemis stores, and the official DIANA WEBSHOP. As a general sale bonus, customers who purchase a collaboration item will receive one original sticker of their choice per item. For WEBSHOP purchases, stickers will be selected randomly. These novelties are also limited in quantity.
Sanrio fans, this is your moment to integrate your beloved characters into your daily fashion with style and charm! The exquisite craftsmanship of DIANA combined with the irresistible cuteness of Sanrio characters creates a collection that truly sparks joy.
Looking Ahead for Kawaii Culture
This collaboration between DIANA and Sanrio characters exemplifies the evolving landscape of kawaii culture, where beloved characters transcend their traditional merchandise forms to integrate seamlessly into high-quality fashion. Such partnerships elevate the perception of character goods, demonstrating that kawaii can also be sophisticated and stylish. For global admirers of Japanese kawaii, this collection offers an exciting glimpse into how character fashion is maturing, providing elegant yet playful options that resonate with adult sensibilities while maintaining their inherent charm.
Inquiries
For any questions regarding the collaboration items, please contact:
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DIANA Customer Service: 0120-40-4192 (Weekdays 10:00-17:00, closed on Saturdays, Sundays, and holidays)
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Inquiry Form: https://www.dianashoes.co.jp/toiawase.php
For more information about DIANA and its brands, visit https://www.dianashoes.co.jp.
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