The Clover Shop on the third floor of the main building of Isetan Shinjuku and the Grace Size Salon on the fourth floor of the main building of Nihonbashi Mitsukoshi will launch their "Summer Collection" on June 11th, showcasing plus-size summer fashion. As part of Mitsukoshi Isetan's "MIQ" limited-edition project, which offers valuable items at reasonable prices, various brands will be selling plus-size summer wear. This season, the company is focusing on "stretch embroidery." Traditionally, embroidering on soft materials like stretch fabrics has been considered difficult due to the difference in the stretch rate between the fabric and thread. However, this time, the company has adopted a rare technique that allows the embroidery thread to stretch with the stretch fabric, resulting in a lineup of garments featuring stretchy embroidery that is unique worldwide. Furthermore, by working directly with producers, rather than through local trading companies or textile trading companies, the company has developed products that balance quality with comfort and price.
Life and Dresser's dresses (sizes 13 to 25/24,000 yen) and cut-and-sew tops (sizes 13 to 25/16,000 yen) feature prints of classic lace and linen fabrics from the 1900s, with the pattern tapering from the front to the sides, creating a clean, streamlined look. They're also made with moisture-wicking, quick-drying material, making them comfortable even in sweaty seasons.
Maison de Woman's dresses (sizes 13 and 17/39,000 yen) and blouses (sizes 13 to 19/23,000 yen) feature contrasting patterns on the front and sides, creating a slimming effect, and the contrasting color tones on the shoulders and sleeves also help to slim the upper arms. While dry cleaning is often recommended for delicate fabrics to protect them, dry cleaning does not remove sweat stains or yellowing. The products being offered this time are designed to be washed at home whenever possible, as they are perfect for the summer season, when sweat is common. A representative for the campaign commented, "We had been exploring how to embroider stretch fabrics for some time. We discovered a special thread and the embroidery techniques that allowed us to create designs that do not interfere with the fabric's flexibility. We believe this is a great example of how technological innovation can lead to growth in the apparel industry. We hope to continue developing products that balance value and price, challenging sellers' preconceived notions and preconceived notions of fashion." International brands such as Diane von Furstenberg, Helmut Lang, and See By Chloé will also be offering larger sizes in the lineup.
