Emma et lucas, a shop that launched in Spring/Summer 2013 and offers a selection of European import brands, has opened a pop-up shop on the 6th floor of the Isetan Shinjuku department store for a limited time. It will be open until November 26th.
This is the first time the shop, which has a street-level store in Kobe, has opened a department store for a promotional purpose. The store will carry high-quality items with unique colors, textures, and silhouettes not found in Japanese children's clothing. They will sell a wide range of items that can be coordinated for various occasions, from items worn daily in European countries to outfits for going out.
The brands they carry include Simple Kids, Happy Garden, Emile et Ida, Miller, Zef, and Hartford. Two brands will be making their debut at Isetan Shinjuku: LEOCA Paris, which offers a collection using high-quality fabrics from Italy and France while maintaining simple designs, and 120%lino, which offers a collection focused on detail and trends, using pure linen, a particularly special type of natural fiber.

"Recently, we've seen an increase in fashion-conscious customers who want their children to wear the same fashion styles they like, and who, rather than dressing their children in childlike clothes, choose to dress them in the same brands as adults, coordinating parent-child outfits. As a select shop, one of its attractions is the ability to compare and purchase items from a variety of brands, rather than just one brand," said the buyer in charge.