A pop-up store for Oui, Ayano Ruban, for which Ayano Fukuoji serves as creative director, opened on December 11th at The Stage on the second floor of Isetan Shinjuku. The store will run until the 17th.
The brand concept is "a grown-up young lady." The pink-themed interior, inspired by the brand's street-front store that opened on November 1st in Omotesando, is furnished with tables, Rococo-style chairs, and sofas. Fukuoji's attention to detail is evident in the flowers hanging from the ceiling and the lights decorated with ribbons.
Many items will be available for pre-sale at the Isetan Shinjuku store, including a black organ dress studded with the brand's iconic ribbon motif, a lace ribbon clutch (9,975 yen), and pumps (from 21,000 yen). The lineup also includes collaboration items with Hello Kitty wearing a ribbon with the initial "A" on it, and collaboration jewelry with AHKAH, the company founded by her mother, Akemi Fukuoji.

If you purchase any products during the event period, you will receive a black bear ribbon scrunchie as a free gift.