Isetan Mitsukoshi will launch the "ONLY MI Spring Campaign" at all Mitsukoshi and Isetan Group stores from March 1st to 14th, offering original items tailored to each customer and creating new value. This year, winemaker Ayana Misawa will serve as the mentor, and wines from Misawa Winery, which Misawa produces, will also be on sale.
The theme of this spring's ONLY MI Campaign is "One-Up - Quality of Life." The person chosen to embody this theme is Ayana Misawa, an up-and-coming winemaker born in Yamanashi Prefecture as the eldest daughter of the fourth generation owner of Chuo Winery. She studied winemaking in Bordeaux, France, and won the Decanter World Wine Awards Gold Medal and Regional Award for her "Cuvée Misawa Akeno Koshu 2013." The campaign features visuals showcasing her "attitude of pushing the limits of her abilities, facing herself as she surpasses them, and living life to the fullest," as well as an interview video in which she talks about winemaking. Furthermore, three Misawa Winery wines, each packed with Misawa's attention to detail: "Grace Rosé" (750ml Rosé, 2,500 yen), "Grid Koshu" (750ml White, 1,800 yen), and "Grace Merlot" (750ml Red, 5,000 yen), will be sold at the Grand Cave on the first basement floor of the Shinjuku store's main building, as well as at Nihonbashi Mitsukoshi, Ginza Mitsukoshi, and the Mitsukoshi Isetan online stores. Misawa Winery wines are usually only available in the Koshu area and are difficult to obtain, so this will be an opportunity to experience these rare wines. The campaign will feature collaborations between people, brands and production areas, and other industries with Isetan Mitsukoshi, as well as approximately 13,900 original products designed around the concept of "essential life," a lifestyle that pursues an essential way of life and one's own individuality. The Dinal blouse (23,000 yen) and gaucho pants (26,000 yen) worn by Misawa in the campaign visuals will also be "Only MI" items. "2017 Only MI Spring Campaign" Interview with Ayana Misawa
Video source: (Isetan Official YouTube: https://youtu.be/FcndBvuxYq4)
