From September 28th to October 4th, Isetan Shinjuku will be holding a promotion for "I'm PROJECT," a new craftsmanship project created in collaboration between Isetan Shinjuku and model agency BARK in STYLe, at the Isetan Leaf Promotion on the 1st floor of the Main Building. Based on the concept of "creating empathetic items" inspired by the creator's lifestyle, the project will produce items that capture a moment unique to each individual. The first installment will feature collections by seven people, including model and artist Mariya Nishiuchi, a mother of five who is also active as a model, and fashion director Hiroshi Morioka, with the theme of "accessories to wear when you want to shine."

Not only will customers who share the lifestyles and fashion of the curators (influencers) be able to purchase products filled with the makers' passion, but the project also provides an opportunity for makers, who are usually unable to meet, to receive direct customer service. Furthermore, by communicating with customers in-store, makers will be exposed to a variety of opinions and feedback, aiming to refine their future craftsmanship.

The "I'm PROJECT" is not a one-off project; rather, it is an ongoing initiative, with plans to offer products on a variety of themes that resonate with customers.


About the "I'm PROJECT"
This is a new craftsmanship project born from a collaboration between Isetan Shinjuku and model agency BARK in STYLe. Based on the concept of "creating relatable items" inspired by the makers' lifestyles, the project creates items that capture a moment unique to each individual.

In commercial manufacturing, it is common for planning, design, manufacturing, communication, sales, etc. to be handled separately by different people. As the name "I'm" suggests, this project involves one creator taking on everything except manufacturing, and by collaborating with the manufacturer, anyone can create something. By having one creator take on the responsibility, not only can the creator produce something that they think is wanted or needed now, but it also makes it possible to tap into the latent "desires" of customers who empathize with the creator's thoughts. This project aims to realize the true joy of making things, where makers and recipients can resonate and share joy.

【First wave participants of "I'm PROJECT"】 (in no particular order, titles omitted)
・Nishiuchi Mariya (model and artist)
・Ooura Sato (model)
・Murakami Shelley (model)
・Tsuruta Mari (model)
・yuka (model)
・Kosaka Rie (model)
・Morioka Hiroshi (fashion director and stylist)


Examples of products featured this time


Nishiuchi Mariya design
＜elämä/ Elama＞ Stone Studded Ring (SV925/K18YG Plated Cubic Zirconia/Size 11 & 13) 39,600 yen

The first accessories brand from model and artist Nishiuchi Mariya has arrived at Isetan Shinjuku. "elämä" means "way of life" or "life" in Finnish. The brand offers accessories that affirm each person's way of life and allow you to enjoy diversity.


Based on her desire to "live unconventional life," she wanted to express freedom and versatility even in her accessories, creating a lineup of rings and earrings that can be used in a variety of ways, have different expressions depending on the angle from which they are viewed, and are designed with diversity in mind. She has also designed collars that allow you to share the ring with your pet.



Oura Sato Design
Model Oura Sato Design Ring (SV925, K18YG plating) From 24,200 yen
*You can choose your birthstone. The ring will be made after receiving your order and delivered approximately 1.5 months later.
*Price will vary depending on the birthstone you choose.


This uniquely designed ring is based on the Shinkansen, a favorite train of Oura's son, and the antique British Claddagh ring, a favorite of Oura herself. It depicts the E5 Series Hayabusa and E5 Series Komachi trains connected together. A birthstone has been selected to add a special touch. Designed with the desire to "make something that will allow you to share memories with your son, who is starting to become interested in Shinkansen trains," the ring is imbued with the hope that "you will look forward to wearing it and talking about it with your child when they become an adult."



Murakami Shelly Design
＜aidect＞ Model Murakami Shelly Design Necklace (SV925, K18YG plating/total length 62cm) 39,600 yen
*You can choose your birthstone. The necklace will be made after receiving your order and delivered approximately 1.5 months later.


Wear it long when holding your baby and letting them play, or short at other times. This necklace allows you to adjust the length to suit the situation. Designed with the idea of "what if you could attach a teether or pacifier, which are easy to drop, to a necklace...", this necklace features a ring at the end that can be used to tie a teether or pacifier. The subtle birthstone accent makes it a piece that lets you feel a connection with your baby.



Designed by Morioka Hiroshi
Bangle (SV925, horsehair) 82,500 yen Only at Mitsukoshi Isetan Online Store
*Samples can be viewed in-store during the period.
*As this is made to order, delivery will take approximately two months.





is the first men's brand created by fashion director and stylist Morioka Hiroshi. With a focus on designs and sizing that are suitable for business settings, the brand is creating a new business style. This time, accessories are seen as an iconic presence in the business world, even surpassing ties in the sense of expressing one's individuality and individuality, and the designs feature lucky motifs that are said to bring good fortune. Bangles, rings, and pins with designs and sizing that are suitable for business settings are now available exclusively at the Isetan Mitsukoshi online store.





▶Special page: https://www.mistore.jp/shopping/feature/women_f2/isetanseed50_w.html
*The sales period on the Isetan Mitsukoshi Online Store is scheduled for Wednesday, September 28th from 10:00 AM to Tuesday, October 11th from 8:00 PM.

▶Isetan Shinjuku Main Building, 1st Floor, Miscellaneous Goods/Isetan Leaf Instagram: @isetanseed_isetanleaf_shinjuku
https://www.instagram.com/isetanseed_isetanleaf_shinjuku/

*All prices include tax.
*Event details may be changed or canceled due to unforeseen circumstances. Thank you for your understanding.
*Some products are limited in quantity, so we apologize if they are sold out.