From May 18th to 24th, Isetan Shinjuku will be hosting a yukata event, "ISETAN SUMMER YUKATA 'Now & Tomorrow' by Misha Janette," in collaboration with fashion journalist and multifaceted designer Misha Janette, at The Stage #1 on the first floor of the main building.
According to the store's buyer, yukata trends have been on the rise year by year, with sales last year reaching 105% compared to the previous year. The exquisite combination of "classic and ready-to-wear" has been particularly well-received, with items featuring meticulous techniques and distinctive colors and patterns selling well. Furthermore, given the strong trend among young people in their early 20s to mid-30s, this year's event aims to promote yukata as a fashion statement, using all aspects of "kawaii" to appeal to a new generation. The person chosen to present the event was Misha Janette, an influential figure among young people who is challenging new trends in traditional Japanese clothing. Misha came to Japan in 2004 to study fashion and, after graduating from Bunka Fashion College, began her career as a fashion journalist. She has now become a driving force in the fashion scene through her unconventional activities as a stylist, creator, and blogger. This event will showcase Misha's unique perspective on a new, never-before-seen "Japanese" style. The event will be divided into two zones: "authentic" and "avant-garde." Using yukata selected by Misha, the "authentic" zone will propose a playful style of traditional wear with various coordination options. The "avant-garde" zone will use yukata selected by Misha to propose a completely new, future way of wearing "YUKATA." By showcasing these coordinated styles side by side, the event will offer a glimpse into the "present" and "future" of yukata. The avant-garde collection will feature innovative coordination typical of Misha, such as a yukata worn as a haori over a T-shirt and denim outfit, or a layered yukata style.
In addition, the store's yukata promotion will have various plans in the future, including collaborations with talents Shinohara Tomoe and KEITA MARUYAMA.
