DIANA

A line within DIANA that began its retail rollout in 1998, prioritizing comfort above all else. Aimed at women who value their lifestyles without being swayed by trends, it has continued to focus on functionality, fit, and a clean look, with designs suited to both work and leisure. While DIANA itself is focused on elegance, this line has a more practical positioning that emphasizes foot width and comfort, including through the use of EE lasts, and is designed to accommodate a wider range of foot shapes than DIANA itself.

A derivative brand of DIANA launched in 2002, positioned as a line for women seeking to express stronger individuality while retaining DIANA’s elegance. Official materials show designs using details such as inset mesh, tortoiseshell patterns, tassels, fringe, and color blocking. Compared with Romache’s preference for simplicity and WELLFIT’s focus on functionality, it places greater emphasis on ornamentation and variation in appearance. It also has separate store listings and serves to give a distinct expression of individuality within the DIANA group.

A line derived from DIANA that began in 2011, described as being for “all women who lead quality everyday lives” and as “a shoe brand that naturally blends into one’s lifestyle” as of 2026. While the main DIANA line is centered on elegance, this line focuses on casual elegance. It has a distinct role from WELLFIT, which prioritizes comfort, +diana, which focuses on sneakers, and CUMUU_DIANA, which focuses on knit shoes, and centers on shoes and bags for everyday use. While foregrounding an adult-cute aesthetic, it serves as the entry point in the DIANA group most closely connected to everyday life.

A derivative line of DIANA launched in 2014, it is intended to combine the elegance and high functionality that DIANA has emphasized since its founding. Officially presented as hybrid shoes that blend “function” and “aesthetics,” the line incorporates features designed for comfort across pumps, sandals, and boots. While DIANA itself focuses on elegance, this derivative line foregrounds functionality and occupies a more dress-oriented segment than WELLFIT.

Launched in August 2021, this was DIANA’s first line of room shoes, created for women who wanted to enjoy fashion while relaxing at home. Its debut collection of three styles used crystals, pearls, eco-fur, memory foam insoles, and new lasts to combine comfort and appearance for indoor wear. The line extended DIANA’s shoemaking into indoor lifestyles and had a clearly distinct purpose from the brand’s other lines, which focused primarily on outdoor footwear.

A knit shoe brand of DIANA that debuted in 2024, it is developed under the slogan “Knit shoes that adult women fall in love with at first sight.” Its design makes use of the properties of knit, with features including a last designed to account for stretch, rib knitting, reinforcement around the heel, and a supple sole. It updates DIANA’s know-how in comfort from the material-development side. While +diana focuses on sneakers, this brand serves as a new offering for knit shoes.

A derivative brand of DIANA, launched in 2010, with a line centered on understated, distinctive simplicity that complements DIANA’s own elegance. It is officially presented as a collection that “adds a playful touch through details, materials, and color,” and a Romache shop has also been established. Compared with amorosa, it uses less ornamentation; compared with WELLFIT, it brings its design-oriented nuance more to the fore, offering proposals with room for individual sensibility. Product assortments may also vary by store, and within the DIANA group it takes on a restrained individuality.