Isetan Shinjuku Men's Store is further expanding the "Beach Suit Collection" brand, a special campaign featuring shorts and matching sets launched last spring. The campaign will begin on March 4th.

Last season, the brand focused on black suits with leather shoes for formal occasions, primarily from International Creators and Designers on the building's second and third floors. This season, however, the concept of the "beach suit" category has been further expanded to include a wider lineup. The floors have been expanded from last year's second and third floors to include contemporary casual on the sixth floor and authentic casual on the seventh floor, strengthening the brand's role as part of Isetan Mitsukoshi's original "ONLY MI" line. It's likely to attract attention as a proposal for a new generation of cool business jacket styles. Last year's event featured a total of 22 brands, primarily international brands such as Alexander McQueen, Givenchy, Jil Sander, Dior Homme, Dries Van Noten, Raf Simons, and Kris Van Assche, as well as Tokyo brands such as White Mountaineering and Color. This year, the number of participating brands has more than doubled to approximately 50. New participants include Engineered Garments, Issey Miyake Men, Tomorrowland, Margaret Howell, Monitary, and Wacko Maria. The store is particularly conscious of the diversification of the fashion scene, particularly in the bridal scene, with restaurant weddings, resort weddings, and after-parties, as well as the increasing casualness of women's dresses, meaning that traditional, purely formal wear is no longer sufficient for men. In response, the store is promoting bright, spring-like sets of shorts and cropped pants.

Last year, we proposed a more casual version of suit items for dressing up, but this season we have shifted to a more casual to dressy look, and are proposing a wider variety of materials and colors, such as seersucker, and a suit style that goes well with sneakers.

A person in charge of the campaign said, "Recently, there have even been some golf courses that allow shorts, but in general society, shorts are still not accepted as a style for formal occasions, so we are working on this campaign with the intention of elevating the status of shorts. We hope that in the near future, conversations will start between friends going to a wedding party, such as 'What suit should we do?' and 'I'll wear a beach suit,'" and the person in charge of the campaign also hopes that the name "beach suit" will become more widely known.