From June 11th to 17th, "mame" will be pre-selling its 2014-2015 Autumn/Winter collection at The Stage #3 on the 3rd floor of the Isetan Shinjuku Main Building. This season's theme continues from 2014 Spring/Summer, with "personal memory." Designer Maiko Kurokawa expressed scenes inspired by memories of her time spent with her grandmother in Nagano. The highlight of this collection is the brand's first scarf (priced at 30,000 yen). Available in three styles: "SETSUKO," "TARO," and "MIDORI," all exclusive to Isetan Mitsukoshi. "SETSUKO" is named after Kurokawa's grandmother, and lilies that were arranged in her home are depicted inside and outside a portrait of her grandmother. "TARO" is the name of an acquaintance of Kurokawa's. Flowers that Kurokawa gave to her friend and a portrait of the acquaintance are printed on the scarf. "MIDORI" refers to the green of plants, and features designs of flowers and plants that Kurokawa saw during her stay in Nagano. The designs were hand-drawn by Kurokawa.

"(The drawings) are delicate yet powerful. What's distinctive about mame is that it exudes a feminine strength that's at its core despite its gentleness. We want to convey to our customers that Japanese brands (like mame) represent women living in modern society," said the buyer in charge.

The venue will feature remade clothing embroidered down to the smallest detail, as well as lily of the valley print clothing exclusive to Isetan Mitsukoshi.