On January 22nd, mame opened a pop-up shop on the third floor of The Stage #3 at Isetan Shinjuku. It will run until the 28th.

The latest 2014 Spring/Summer collection will be on sale at the venue. This season's theme is "personal memory." Designer Maiko Kurokawa spent two weeks living with her grandmother in Nagano, and during that time she expanded on the ideas for the collection, drawing from stories she heard from her grandmother about food, childhood, and the war. Kurokawa's approach is typical of her fascination with pieces that each have their own hidden story.

The key color, burgundy, is the color of the flowers her grandmother grew. The chic color palette, including navy and black, was chosen because Kurokawa believes, "Deep, rich colors combined with light clothing are very feminine."

The military-style collar design is inspired by wartime stories. The embroidered stripes were inspired by an old photograph of a yukata and haori coat combination. The sporty graphics are expressed using Oshu textiles, woven with mohair yarn to create a three-dimensional texture. Popular items include sweatshirt tops and dresses with lace sleeves and A-line spring coats. The brand's iconic PVC bag series is available in all colors, including white, black, and clear, with the addition of a new brown color. In one corner of the venue, an installation expresses Kurokouchi's worldview, featuring white bags and a collection of her favorite "white objects"—cotton swabs, rock sugar, and more. "My grandmother was petite and humble, a wonderful person who always cared about others before herself," Kurokouchi said. "Interacting with her was like coming face to face with my own roots and personality. I realized that my own sensibilities were shaped by the various influences of my surroundings, such as the tea bowls I used every day since childhood and the Kutani ware I found in the storehouse. This experience reminded me of the importance of paying attention to the things around me."

The image visuals displayed at the venue were also taken in Kirigamine, Nagano, a place that holds many memories for her grandmother.