The Aoyama and Omotesando areas are a renowned fashion and gourmet hotspot, lined with high-end international and unique boutiques, stylish cafes, and more. Away from the hustle and bustle of the city, the tranquil streets of Aoyama and Omotesando offer new discoveries just by strolling around. This area, perfect for adults, has seen a flurry of fashion brand renovations, relocations, and flagship store openings. With Golden Week just around the corner, we'd like to introduce some new fashion spots in the Aoyama and Omotesando area where you can enjoy shopping. We're particularly interested in two boutiques that have just relocated and reopened along Miyuki-dori in Aoyama. The Stella McCartney store, with its distinctive aluminum mesh facade, exudes a playful, modern atmosphere. The store offers a full collection of ready-to-wear, lingerie, and fragrances, as well as a limited-edition release of the star-patterned Ellis shoes. Additionally, the Miu Miu store, designed by Swiss-based Herzog & de Meuron with a hidden, opaque feel, will be offering limited-edition items, including a mink-trimmed handbag (¥370,000), to celebrate its opening. The two stores are adjacent, so why not stop by for a quick visit?

A little further down a quiet street is the new Sonia Rykiel store. The interior, designed by new artistic director Julie de Libran and others, is dominated by red, with floor-to-ceiling bookshelves filled with 50,000 volumes, creating a charming, literary atmosphere reminiscent of Merci Café in Paris's Marais district. Also not to be missed is L'ECHOPPE, a new men's select shop launched by Baycrews in Minami-Aoyama. In addition to fashion items, the basement floor also features the first shop-in-shop for Shiseido's prestige men's line, "SHISEIDO MEN."

Also, be sure to check out "PENDULE VIA BUS STOP," a new shop designed by Onward Global Fashion, featuring an eye-catching giant clock with a pendulum. In addition to contemporary and luxury clothing, the new spot offers a wide range of options for clothing, flowers, books, and food, including the Italian restaurant "en boca," which has locations in Yoyogi, Kyoto, and Karuizawa, as well as a bookstore and flower shop.

As an added bonus, Brazilian shoe brand "Melissa" has opened its first Japan-only store in Harajuku. Don't miss the limited-edition shoes, exclusive to the store, created in collaboration with renowned designers such as Karl Lagerfeld and Jason Wu.

Why not take advantage of Golden Week to explore new fashion spots in the Aoyama and Omotesando areas?



■Stella McCartney Aoyama Store
Address: 3-16-12 Minami-Aoyama, Minato-ku, Tokyo

■Miu Miu Aoyama Flagship Store
Address: 5-5-8 Minami-Aoyama, Minato-ku, Tokyo

■Sonia Rykiel Aoyama Store
Address: 5-2-12 Minami-Aoyama, Minato-ku, Tokyo

■Les Shop
Address: 5-5-4 Minami-Aoyama, Minato-ku, Tokyo

■Melissa
Address: 4-31-11 Jingumae, Shibuya-ku, Tokyo

辻岡智子