The "Only MI Autumn Campaign," which proposes "unique new value" that cannot be found anywhere else, will begin on September 16th at the entire Isetan Shinjuku store. Isetan Girl, located on the second floor of the main building, will focus on "JAPAN culture" and promote the uniquely Japanese "KAWAII culture."
This floor will feature "uniforms," an element of Japanese culture that is gaining popularity overseas. The "acute grrrl" zone, featuring the latest pop and cute items for modern girls, is collaborating with Jenny Fax, PAUL&JOE SISTER, Honey Bunch MUTUAL, BABY MARY for acute grrrl, Girly Rose, and PINK HOUSE CHELSEA to propose a new way to enjoy uniforms, called the "UNIFORM COLLECTION," an original Mitsukoshi Isetan project.
On September 16, the first day of the campaign, Marika Ito and Reika Sakurai, members of the idol group Nogizaka46, who produced an original collaboration movie as part of the campaign, visited the store for a "UNIFORM COLLECTION" fashion show and talk event. Ito and Sakurai appeared, taking turns wearing items from six different brands. "My favorite dress is the Girly Rose dress," said Sakurai. "The voluminous lace ribbon is its charm point, and even though it's monochrome, it's light and makes me want to run (laughs). Plus, I love lace," said Sakurai. Ito, whom Sakurai recommended as the "most stylish" Nogizaka46 member, said, "I fell in love with the Paul & Joe Sister dress at first sight. If I had come across it while shopping, I would have bought it immediately." "I think girls have a dream of wearing uniforms no matter how old they are. The 'UNIFORM COLLECTION' is a collection filled with dreams, allowing girls of all ages to enjoy uniforms as fashion," said Ito. The show concluded with a Honey Punch Mutual dress, featuring a pure sailor collar that perfectly suited Nogizaka46.
The original movie features four members: Mai Shiraishi, Nanase Nishino, Marika Ito, and Reika Sakurai. The producer was fashion director Sota Yamaguchi, the creative director was photographer Maki Taguchi, and the technical director was Kurando Furuya.
