From September 16th to 22nd, Isetan Shinjuku will be holding a promotion focused on white shirts, a normcore item for adults, called "Choice is fun!! ~A Journey Through White Shirts~" in the West Park on the 4th floor of the main building. This promotion will feature original white shirts created exclusively for Isetan Mitsukoshi by brands on the store's women's floor, as well as accessories to complement them. This is a must-see for white shirt lovers.

This event was born from the "Hobonichi Itoi Shimbun" series "A Journey Through White Shirts," which introduces the sales process through interviews with designers. Initially, the series began with plans for men's shirt production, but this time, the much-anticipated event will focus on women's. The white shirt, a timeless staple with ultimate simplicity, reflects the wearer's character and is both genderless and timeless. The promotion is perfectly suited to the current era in which normcore lifestyles are gaining popularity. The lineup includes brands such as ROUTINE FOR beautifulpeople, GRANDMA MAMA DAUGHTER, STAMP AND DIARY, and BARBA. The store's buyer particularly recommends items from HITOYOSHI, a Kumamoto-based shirt factory brand. Three styles are available, including a three-way pin-tuck shirt (¥23,000) with two navy and white detachable collars, and an Italian collar shirt (¥18,000) with a beautiful button-down design. Made with fine domestic cotton thread, the shirts incorporate men's know-how into the sleeve patterns and stitching, showcasing world-class craftsmanship. There are also many other items with a focus on fabric and tailoring, allowing you to compare and try on white shirts from numerous brands at once.

Also available are accessories such as patches, lace cuffs, vests, and chokers to match with the shirts, as well as "white goods" such as sneakers and pearl accessories selected by popular stylist Masako Ito. Masako Ito has also published a book on "white things," including the white shirts she serialized in the "Hobonichi Itoi Shimbun." To coincide with the book, a talk show with Yoshiaki Takei of the "Hobonichi Itoi Shimbun" will be held at 3:00 PM on the 21st.

In addition, a photo booth will be set up in the sales area where you can take photos of yourself trying on the items. These photos, along with real-time footage of the venue, will be uploaded to social media sites and the "Hobonichi Itoi Shimbun" as they arrive. It might be a good idea to check out the try-on photos in advance to decide which items to visit.