Designer and creative director Yoppy will open a pop-up store for her brand, "Little Sunny Bite," on February 11th in the East Park on the second floor of the main building of the Isetan Shinjuku store. The store will be open until the 16th.

Little Sunny Bite launched in Spring/Summer 2014 with the brand concept, "What was your childhood like?" The brand values the idea that "even now that I've become a woman, my heart has remained the same, as I went through my childhood of being drawn to anything cute, picking up things that I honestly love and feeling them with my heart." The brand's styling and coordination has been featured in women's fashion magazines such as "NYLON JAPAN," "ar," and "mini," and is rapidly gaining attention from women in their teens and twenties. This time, the brand has collaborated with London-based photographer Valerie Phillips to offer a pullover (¥16,800) featuring natural-looking photos of a teenage model taken by Valerie, a pullover (¥16,800) featuring the brand's initials "LSB," a floral skirt (¥9,800), and other miscellaneous items. These include nail rings (¥12,800) and an iPhone case (¥3,900) featuring model Arisa Yagi, who appears in the brand's advertising visuals. All of these items are exclusive to the Isetan Shinjuku store. The brand also collaborated with Hello Kitty to offer a dress (¥13,800), a T-shirt (¥10,800), and a clutch bag (¥8,800). In collaboration with Valerie Phillips, a tote bag (9,500 yen) with a 3D processed surface will also be available. Yoppi himself will be on hand to serve and sell products at the venue during the event.