You can choose the race of your character starting from XY. Since Kanto is based off the region of the same name in Japan, and we didn't see any black characters out of the four Japan based regions until that awful BDSP remake shoehorned a few in. This means that it's pretty unlikely that the main character of SM, who is from Kanto, would look anything other than the default look, you know because that's the closest one we got to looking like native Japanese. How Lillie's family, who is also from Kanto, is all natural blonde is beyond me, but I guess we can chalk it up to anime logic.