The Mother's Day campaign "SHEROS MOTHER'S DAY 5.14" will be held on all floors of Matsuya Ginza in Ginza, Tokyo from April 26th to May 14th.

The campaign is a collaboration between Matsuya Ginza and H.P. FRANCE, and promotes the feminist spirit of "SHEROS." SHEROS originated as a participatory art project by two American female curators, Hannah Fushihara Aaron and Jennifer Armbrust, in which participants were asked to "write letters to their female heroes."

With the catchphrase "To you, the one and only person who gave me 'me'," the campaign focuses on the mother who remains a constant "Cee-Lo" for women, and will offer a variety of gifts such as Aesop's "Intent Observer" (18,576 yen) and Hibiya Kadan's "Mother's Day Flower Box" (5,400 yen) on the first floor, and Holiday bags (4,860 yen each) and Hiroko Hayashi's "LUI Mini Long Wallet" (36,720 yen) on the third floor.

During the event, various related events will be held, including decorations throughout the building based on the main visual featuring American artist Christina Toro, an installation of letters addressed to mothers, and original Cee-Loses message cards.