This fall, a new women's brand, LUGHA, will debut. LUGHA is a Swahili word meaning "words." Based on the interpretation that "clothes speak more about the wearer than words," the brand offers clothing that highlights the wearer's charm and allows for freedom of style. The brand targets fashionable, sophisticated women who are constantly rediscovering themselves. Produced by Isetan Mitsukoshi, the collection will be available from August 5th at stores attracting discerning customers, including the independently curated Hiraba Re-Style at Isetan Shinjuku and Isetan Salone at Roppongi Midtown. The brand offers two lines: "STANDARD," which offers items that form the foundation of sophisticated styling, and "TREND," which incorporates contemporary designs. The first collection features standard jackets, pants, and dresses, as well as knitwear accentuated with stripes and stripes, and pleated skirts accented with lace. The color palette is based on black, navy, and gray, with blue accents.

The creative team "six" was selected to handle the branding. They are also involved in producing the "Re-Style Sofa" personal styling service at Isetan Shinjuku, and were selected for their intimate knowledge of Re-Style's customer base. By bringing in two Japanese designers and collaborating with professionals in their respective fields, they will convey the value that only this brand can create.

The brand will be available at Re-Style on the third floor of Isetan Shinjuku Main Store, Isetan Salone in Roppongi, and Mont Miroir in Ginza from August 5th. It will also be available at Re-Style in Sapporo from early September, and will be available on Isetan's online store from August 26th. The brand plans to continue selling exclusively in select shops, with the possibility of expanding into external online stores and select shops in the future, with the intention of developing it into an established brand that transcends the company's internal boundaries.