On August 19th, Re-Style, the third floor of the Isetan Shinjuku Main Building, was reborn under a new concept. As the second part of the refreshed grand opening project, we have gathered 100 "best dresses" based on the concept of "transformation," ranging from domestic and international brands to vintage items, and will introduce each one along with its own story.
Surely every woman has a desire to transform herself?
I'm sure we've wished for this more than once: to get closer to our ideal self, to become someone other than ourselves. Perhaps it's because in the anime I watched as a child, I witnessed countless "transformations" - an ordinary protagonist transformed and made stronger by magic words, a girl becoming a singer and standing on stage dazzling in the spotlight, and my mother becoming ever more beautiful in front of her dressing table.
This event is being organized by Restyle's biggest dress lover and assistant buyer, Okuda Shihoko. She is one of the women who has "transformed" through her best dress. As the title of the #thisdress event suggests, dresses are always special to all women, and we hope that the 100 dresses at this event will also be special to someone... It is with this wish that we are holding #thisdress.
Fashion editor Ohira Karin x ReStyle assistant buyer Okuda Shihoko
Interview page about fashion-related transformation:
https://www.mistore.jp/shopping/feature/women_f2/interview3_w.html
Key visual featuring 30 models
This time, 30 ReStyle staff members, all with different ages, appearances, personalities and ways of thinking, are participating in the key visual. The visual is full of the powerful "transformation" of these women, who chose a different dress for each one.
Making of key visual: https://youtu.be/ZImZEJBCZYY
*Released from Wednesday, August 26th
We've given each of the 100 dresses a name, making them "special" pieces
We've given each and every dress we introduce a name. Imagine what kind of personality it has, what kind of person it will be special to, and how it will be cherished... We hope that you will find your special one out of the 100 dresses, and gain the courage and confidence to jump into the dramatic events that await you.
[Name / Personality / Brand Name / Price]
(Left) SUSAN / She has a poker face. She is strong in crucial situations and has good luck in games. / VETEMENTS / 214,500 yen
(Center) SEVEN / She has a special, elusive aura. She has an aesthetic eye that penetrates to the essence of things. / ROKH / 91,300 yen
(Right) SPRING / She grew up beautiful, free-spirited, and healthy. She has the special skill of eating spicy food with ease. /ERDEM/¥193,600
Vintage Dresses Purchased Directly from Parisian Markets
This collection features vintage dresses from a variety of eras and countries, primarily from Europe. The buyer personally selected and purchased these dresses at Parisian markets together with Akifumi Yoshida, a professional cantor in Paris. These special dresses were chosen with the excitement of a fateful encounter, as they transcended the ages from their former owners to come to Isetan Shinjuku Re-Style, and were carefully selected based on the intuition that they were "cute! They're lovely!"
(Left) RINA/She has many different expressions and is difficult to pin down. Her occasional mischief and adorable facial expressions captivate you. / Vintage / 22,000 yen
(center) SAKAE / She's unconventional and crazy, but also honest, straightforward and charming. She has a deep knowledge of subculture. / Vintage / 15,400 yen
(right) ANGELINE / You might think she's a naive woman who worries about many things, but in fact she's optimistic, innocent and whimsical. / Vintage / 22,000 yen
Column relay with "#this dress" and "#mybestdress"
Starting August 28th, ReStyle's Instagram will be featuring columns of stylists' favorite dresses. Please join us by using the hashtags "#this dress" and "#mybestdress" to help spread the word about transformation to as many people as possible. *If you post to your stories and tag @restyle_isetan_shinjuku, we'll repost it on the ReStyle Instagram account.
Click here for company press release details
Surely every woman has a desire to transform herself?
I'm sure we've wished for this more than once: to get closer to our ideal self, to become someone other than ourselves. Perhaps it's because in the anime I watched as a child, I witnessed countless "transformations" - an ordinary protagonist transformed and made stronger by magic words, a girl becoming a singer and standing on stage dazzling in the spotlight, and my mother becoming ever more beautiful in front of her dressing table.
This event is being organized by Restyle's biggest dress lover and assistant buyer, Okuda Shihoko. She is one of the women who has "transformed" through her best dress. As the title of the #thisdress event suggests, dresses are always special to all women, and we hope that the 100 dresses at this event will also be special to someone... It is with this wish that we are holding #thisdress.
Fashion editor Ohira Karin x ReStyle assistant buyer Okuda Shihoko
Interview page about fashion-related transformation:
https://www.mistore.jp/shopping/feature/women_f2/interview3_w.html
Key visual featuring 30 models
This time, 30 ReStyle staff members, all with different ages, appearances, personalities and ways of thinking, are participating in the key visual. The visual is full of the powerful "transformation" of these women, who chose a different dress for each one.
Making of key visual: https://youtu.be/ZImZEJBCZYY
*Released from Wednesday, August 26th
We've given each of the 100 dresses a name, making them "special" pieces
We've given each and every dress we introduce a name. Imagine what kind of personality it has, what kind of person it will be special to, and how it will be cherished... We hope that you will find your special one out of the 100 dresses, and gain the courage and confidence to jump into the dramatic events that await you.
[Name / Personality / Brand Name / Price]
(Left) SUSAN / She has a poker face. She is strong in crucial situations and has good luck in games. / VETEMENTS / 214,500 yen
(Center) SEVEN / She has a special, elusive aura. She has an aesthetic eye that penetrates to the essence of things. / ROKH / 91,300 yen
(Right) SPRING / She grew up beautiful, free-spirited, and healthy. She has the special skill of eating spicy food with ease. /ERDEM/¥193,600
Vintage Dresses Purchased Directly from Parisian Markets
This collection features vintage dresses from a variety of eras and countries, primarily from Europe. The buyer personally selected and purchased these dresses at Parisian markets together with Akifumi Yoshida, a professional cantor in Paris. These special dresses were chosen with the excitement of a fateful encounter, as they transcended the ages from their former owners to come to Isetan Shinjuku Re-Style, and were carefully selected based on the intuition that they were "cute! They're lovely!"
(Left) RINA/She has many different expressions and is difficult to pin down. Her occasional mischief and adorable facial expressions captivate you. / Vintage / 22,000 yen
(center) SAKAE / She's unconventional and crazy, but also honest, straightforward and charming. She has a deep knowledge of subculture. / Vintage / 15,400 yen
(right) ANGELINE / You might think she's a naive woman who worries about many things, but in fact she's optimistic, innocent and whimsical. / Vintage / 22,000 yen
Column relay with "#this dress" and "#mybestdress"
Starting August 28th, ReStyle's Instagram will be featuring columns of stylists' favorite dresses. Please join us by using the hashtags "#this dress" and "#mybestdress" to help spread the word about transformation to as many people as possible. *If you post to your stories and tag @restyle_isetan_shinjuku, we'll repost it on the ReStyle Instagram account.
Click here for company press release details
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