As part of the "Only MI Autumn Campaign" that will be held throughout the entire Isetan Shinjuku store from September 16th, a movie has been produced in collaboration between the Isetan Girl Floor on the second floor of the main building and the idol group "Nogizaka46."

The floor focuses on "JAPAN culture," and features "uniforms," which can be considered an introduction to fashion that many Japanese girls have gone through, where they use the same items in their own unique way to wear them in a cute and stylish way. In the "acute girl (acute grrrl)" zone that opened on the same floor in February this year, a "UNIFORM COLLECTION" exclusive to Isetan Mitsukoshi has been developed in collaboration with six brands. It proposes new ways to enjoy "uniforms" that highlight the individuality of each of the six brands.


The project also focuses on the new Japanese culture that combines "uniforms" and "idols." In collaboration with Nogizaka46, an original movie was produced featuring four members: Shiraishi Mai, Nishino Nanase, Ito Marika, and Sakurai Reika. The producer was fashion director Yamaguchi Sota, the creative director was Taguchi Maki, a photographer who has been taking portraits of girls, and the technical director was Furuya Kurando.