Under the theme “When it comes to cotton, it’s Belle Maison,” Belle Maison will launch its fall/winter 2026 promotion in earnest on 30 September. The campaign will feature more than 2,900 cotton products and help customers find the cotton products that suit them best.
SENSHUKAI CO.,LTD., which operates the Belle Maison brand, announced that it would launch its fall/winter 2026 promotion in earnest on 30 September. A survey on cotton products found that many people consider themselves cotton lovers, while also experiencing concerns when wearing cotton in winter. Against this backdrop, the company will strengthen proposals aimed at people it calls “cotton seekers.”
The feature will offer more than 2,900 cotton products covering a broad range of everyday needs, including innerwear, pajamas, bedding, children's clothing and maternity wear. The company is developing products that combine functionality and design with “additional thoughtful touches.”
Featured products include the warm cotton-blend “Hotcott,” 100% cotton pajamas, the Nordic-style bedding brand “iloi,” and the quick-drying “yawatone,” showcasing lines that combine the benefits and comfort of cotton. The features of each product will be presented on the website.
A new commercial will also begin airing on TVer on the same day. It tells the story of a “cotton seeker” who cannot find cotton products that suit them and discovers the perfect cotton item at Belle Maison. A dedicated website will also be launched to support customers in choosing their ideal cotton items.