"Tokyo Musee," an event targeting women in their 30s and 40s, was held at Toranomon Hills Forum on April 4th. "Tokyo Musee" is an experiential, multi-faceted event primarily targeting "adult women" in their 30s and 40s. The first event, themed "DRESS ME UP! A salon to inspire your mature self," offered "high-quality, carefully selected items" from six perspectives: "fashion," "beauty," "entertainment," "food & sweets," "travel," and "learning & culture." The main venue hosted a fashion stage, live music, and talk shows, and various experience booths were set up throughout the space. The main venue kicked off the event with a spectacular appearance by MC Yoshiko Tomioka in a black dress. A special fashion show, created by general director Takashi Tamura and fashion creative director Ayumi Gunji, capped it off with a walking demonstration featuring popular models Nanae Ikukata, Karen Michibata, and Anmika. At the talk show following the show, stylist Kyoko Tanaka, editor-in-chief of Numero TOKYO, also appeared, advising attendees that "this season's theme for women in their 40s is a relaxed look." The show also featured "majotae," a hemp fabric brand born from a collaboration between Isetan Mitsukoshi and the Avex Group. Karen Michibata, rocking a cool, pale violet suit, along with Ryoko Tanami and Sachiko Sato, appeared on stage wearing items from the brand. A host of other impressive guests appeared at the following event. Mika Kano appeared on stage wearing a ¥25 million vintage Versace and commented, "The secret to beauty is maintaining a balance between body and mind." Special guest actor Takumi Saito said, "I like women who have a certain gap or flaw. I like to go to the movies on dates." A special live performance by singer Masayuki Suzuki also generated excitement. Stage programs outside the main venue included a walking lesson by model Nika and a talk show by kabuki actor Utanobu Nakamura.
The event's main target audience, the so-called F2 demographic (women aged 35 to 49), are the generation that drove Tokyo's fashions in the 1990s. With a strong desire to purchase, this generation is at the center of consumption, sensitive to trends, and prone to selecting "high-quality items" with a personal touch. The event's goal was to encourage their consumption behavior.
In addition, a limited-time select shop for adults by Gunji Ayumi will open in collaboration with Tokyo Musee from April 15th to 21st at Center Park/The Stage #4 on the 4th floor of the main building of Isetan Shinjuku.