A new editorial zone, "acute grrrl," opened on February 18th at Isetan Girl on the second floor of the main building of Isetan Shinjuku. The zone offers original items created in collaboration with BABY MARY, owner of FALINE TOKYO, as well as a selection of "poppy and cute girly brands" from Japan and abroad. The shop's name, "acute grrrl," means "edgy," "cute," and "active." The target demographic is "young and young adults (ages 18 to 34) who appreciate a girly worldview and have grown up in a digital society, expressing their hobbies and interests on social media, finding like-minded peers, and mastering global communication techniques." The shop's product lineup can be divided into three main categories. The three styles are "Girly Sexy," "Love Motif," and "Classical Funny." Girly Sexy expresses the adolescent feeling of not quite becoming an adult, with just the right amount of skin showing, delicate details, and soft colors. "Love Motif" focuses on motifs that evoke the excitement that you want to fully experience when you're young. Impactful visuals such as hearts, musical notes, floral patterns, and stripes are memorable. Classical Funny expresses classic items with pop colors and trendy styles, and the key is to propose a modern twist on long-standing classics. "BABY MARY for acute grrrl," an original collaboration with BABY MARY, Isetan Mitsukoshi's private brand, will sell items such as a cellar collar blouse (31,000 yen), a knit (23,000 yen), and a gingham dress (35,000 yen).

Other brands available at the shop include ANNA K, KRISS SOONIK, the Little Vicious, Jenny Fax, SRETSIS, PETER JENSEN, Fifi Chachnil, fleamadonna, Very brain, MIKIO SAKABE, and MINIME PARIS.

To celebrate the store's opening, Baby Marie and Yukiko Inoue, editor-in-chief of culture magazine Nero, attended on the first day, where a fashion talk and DJ performance were held.