Isetan Shinjuku will host "YUKATA SUMMER HAPPINESS," an event proposing new ways to enjoy yukata, from July 9th to 15th at The Stage on the first floor of the main building. This event, launched in 2012 at the same stage, aims to increase opportunities for customers, including younger generations, to experience this traditional Japanese kimono, a cultural asset, amid a reported decline in the number of kimono wearers. This marks the third time the event has been held. The theme for this event is "Adult Mode." The event will introduce authentic yet fashionable yukata to younger generations who have never worn a yukata before, as well as existing customers who want a different style for their second or third yukata. Popular brands both in Japan and overseas have designed yukatas using fabric dyed using the traditional "nassen" printing technique. Until last year, the series was only available in men's sizes, but due to customer demand, women's and children's sizes will also be available this time. Each design reflects the distinctive features of each brand, rather than classic patterns. The designers themselves created yukatas that they would "want their partner (family member) to wear" or "want to wear themselves."

Lucien Pellat-Finet offers yukatas featuring the brand's motifs, leaf and skull patterns. This is the first time the store has collaborated with an international brand on yukata.

TAKAHIROMIYASHITA The SoloIst presents a one-sided yukata inspired by the American flag, and pure white geta sandals painted white and featuring white leather thongs. UNDERCOVER will sell yukatas featuring the UFO and Dracula patterns featured in the collection. This brand is the only one to offer kids' sizes.

To complement the yukata, PORTER has created a men's-style clutch bag with an adjustable gusset using original materials and a zipper. "We thought that even people who don't wear kimonos might become interested if we proposed it as fashion, so at the venue we will not only be showing outfits to wear to fireworks displays and festivals, but will also be proposing new ways to coordinate yukatas by combining them with accessories such as hats and stoles. We hope that people will start enjoying yukata on a daily basis, rather than just wearing them on special occasions," says the buyer in charge.