On February 26th, Mitsukoshi unveiled the visuals for its "Hanabana Matsuri" campaign, which began on the same day. Art direction was by Hattori Kazunari, photography by Homma Takashi, and creative direction by Goto Shigeo. The visual features Yuka Mizuhara, model and actress Kiko Mizuhara's younger sister, wearing a striking pink dress, the theme of the campaign's fashion direction. The visual motif is the PR magazine "Mitsukoshi," which was created by Sugiura Hisui, a contract designer for Mitsukoshi Kimono Store, from 1908. Using its cover design as a resource, the magazine has been modernized by incorporating floral and plant motifs. The Mitsukoshi Nihonbashi Main Store and the Mitsukoshi Ginza Store will feature different designs. The theme of the art direction, which will be unified throughout the entire store, is "dance." The idea was to convey the feeling of spring by evolving elements such as dance genres, rhythm, and movement into design elements such as color and shape, as well as experiences such as "dancing, watching, and learning."