The travel-focused event, "Beautility Jorney," will be held from June 22nd at the West Park on the 4th floor of the Isetan Shinjuku Main Building. It will run until the 28th.
The event focuses on the time of year when travel plans increase with the approaching summer, and brings together items perfect for the adult woman's "travel preparations." The event's name, "Beatility," is a portmanteau of "beauty" and "utility." The store offers clothing and accessories that combine elegance and functionality to suggest "travel styles."
The sales floor is divided into three sections, each with a different theme. The "Beautiful Jersey" section will feature original jersey wear by LIFE&STYLE, created specifically for this event. The collection features stress-free items, designed to combine high-quality cotton jersey produced in a Japanese factory with functional jersey, also used for running. The dress (¥29,000), pullover (¥16,000), pants (¥21,000), and long vest (¥28,000) will be available in navy and khaki. The T-shirt (¥11,000) and cardigan (¥21,000) will be available in gray and light gray, with six styles available. The "Beauty Travel Goods" section will feature a selection of travel accessories, including straw hats, stoles, and basket bags. The "Traveler's Must-Haves" section will offer a mix of brands and essential items for adult travel, including white T-shirts, wrinkle-free shirts, and summer knitwear. The event will also feature a virtual travel experience spot in collaboration with Recruit's travel magazine, Jalan. Using VR technology, the space will allow visitors to experience a simulated trip to Ise. Starting June 29th, the event will also be held in the event space on the 4th floor of the Nihonbashi Mitsukoshi New Building.