The first pop-up shop for "radiance de SYHSE," a lifestyle brand created by model SHIHO as creative director, opened on September 3rd in the Urban Closet on the second floor of Isetan Shinjuku.

The pop-up shop, "Radiance de SYHSE New Daily Style A/W Collection," features a selection of items from lifestyle brands available at Isetan Shinjuku that SHIHO likes, uses in her daily life, and fits the brand's worldview. Bath products, towels, linens, herbal teas, jams, olive oil, water, and more are offered, all tailored to the brand's theme of simple, natural, and luxurious "relaxing wear for mature women." "As the brand name Radiance (radiance) suggests, the entire space is designed to create a world where everyday life shines. Health and happiness are the foundation of radiance. I hope that the stylish, clean, and happy atmosphere, including not only the clothes but also the accessories, will be felt throughout," says SHIHO. This time, a T-shirt dress with a pouch (¥12,000) will be sold exclusively at Isetan. "It's inspired by my boyfriend's T-shirt, and it's the kind of piece you'll want to wear for breakfast. It comes with a pouch for travel convenience," she explains. SHIHO will also be visiting the store on the 6th as a one-day manager, coordinating outfits as a styling advisor. "I'll be suggesting adult styles, including my recent favorite one-tone combinations," she says enthusiastically. During the opening period, a talk event will also be held featuring guests in line with the brand's vision. On the opening day, Naoko Kikuchi (Harper's BAZAAR Fashion Creative Director) and Maiko Ichikawa (Designer) will appear. During the talk, SHIHO commented, "The clothes that suit you change with age, and once you reach your 30s and 40s, dressing up alone isn't enough. Your everyday lifestyle is truly reflected in your style, so I wanted to create clothes that you'll want to put on first when you get home, clothes that make you feel good even when walking the dog." Ichikawa offered her encouragement, saying, "(SHIHO and I) have been friends for a long time, but I've always worn simple clothes in my private life, and now that her life has changed since starting a family, I think it was perfect timing for her to debut the brand. I hope the brand will reflect her mature worldview." Kikuchi added, "Like SHIHO, it's important to have an attitude that forever reflects the image of the woman you want to be. Keeping things simple is the best way to be a beautiful woman, but it's also important to be able to switch between on and off." The conversation about shining mature women was lively. On the 7th, a live talk show will be held with guests Kanako Sakai (Editor-in-Chief of ELLE girl) and Ikuko Watanabe (Stylist). The first session will start at 13:30 and the second session will start at 16:30.