Isetan Mitsukoshi has launched a store-wide campaign called "Only MI," showcasing original products. The women's goods section on the first floor of the Isetan Shinjuku Main Building has produced original textiles printed with illustrations based on the theme of "Shinjuku's streetscape." Stoles, umbrellas, handkerchiefs, and more are available for purchase.
The illustrations were created by textile designer Yasuto Toyokata, a director of the Japan Textile Design Association. They were inspired by the cityscape around Shinjuku and the Isetan Shinjuku store, which attracts shoppers from around Japan and the world. The handkerchiefs come in three colors: blue, pink, and navy. The umbrella features blue textile. Additionally, a blue stole created in collaboration with Faliero Sarti, a long-established Italian textile manufacturer, will also be available.
In the women's goods section, the development of products that combine functionality and design is always a priority each season. However, "When developing new products from scratch, the challenge is that reputable factories both in Japan and overseas don't have the design resources," says Nao Ichige, a buyer at Isetan Mitsukoshi's Women's Accessories Division, who was in charge of this project.
"So we started the project by connecting factories with professional designers. This time, we chose the Japan Textile Design Association, an organization with approximately 200 Japanese textile designers as our partner. We thought that by having the department store act as a liaison between the factory and the design association and communicate customer requests to both parties, we could develop products that combine the functionality and design that customers desire. We chose Sarti this time because they specialize in modal silk and have excellent inkjet printing technology, which was essential for beautifully reproducing original illustrations. We will continue to work with factories both in Japan and overseas that have the materials and technology to make the most of our current designs."
