A pop-up shop for "lilLilly," a fashion brand created by stylist Nanako Hamauchi, opened on January 29th at Isetan Girl on the second floor of the main building of the Isetan Shinjuku store. It will be on sale until February 11th. Under the SS14 theme of "Pin-Up Baby," the shop offers a lineup of apparel and accessories inspired by 1950s pin-up girls, such as a peplum ruffle pencil skirt (15,540 yen) and a back-print blouson (23,940 yen). Other items include a mix of cute and sexy, such as a satin dress with an original pattern featuring unicorns and hearts (21,840 yen) and a cut-and-sew top with a daisy motif (17,640 yen). During the sale period, customers who spend over 10,000 yen will receive a free pair of cherry earrings on a first-come, first-served basis. Lil Lily was launched in 2009 by Nanako Hamauchi, a stylist and fashion editor who worked in women's fashion magazines and advertisements. The brand concept is "Neutral Closet." "The clothes a girl wants to wear change depending on what happened the day before and her mood that day. The more fashion-conscious a person is, the more easily their moods change, so I aim to create clothes with a wide range of styles, so that the same outfit can be paired with stiletto heels or sneakers depending on the mood of the moment," Hamauchi explains. Lil Lily's clothes are easy to style, and I believe that you can express your individuality depending on how you combine them," Hamauchi explains. Based on the idea that "if you're born a girl, you should wear clothes that only girls can wear," the brand proposes styles sprinkled with a girlish mindset, such as adorning boyish designs with flower and heart motifs.