A concept store for VFILES, a fashion social media platform launched in New York, USA, is open on the third floor of Isetan Shinjuku until Wednesday, March 12th.

VFILES is the fashion industry's first social media platform, launched by Executive Director Julie Anne Quay, one of the creators of the fashion book VISIONAIRE and fashion magazine V MAGAZINE, both of which are artworks in themselves. The platform, which has declared its intention to continue evolving beyond the format of VISIONAIRE and V MAGAZINE, launched its online activities. The platform allows users to browse the archives of VISIONAIRE and V MAGAZINE, and allows users to upload and share data. Currently in beta, the platform boasts 5,400 registered users as of January 16th, 2013.

VFILES' activities have caught the attention of Isetan Shinjuku, leading to the creation of an experiential concept store. With the intention of spreading awareness in Japan, where it is not yet well known, customers can try out the VFILES system on an iMac or iPad, purchase products from the VFILES online shop in-store, and browse and purchase 14 back issues of VISIONAIRE, including the latest issue, issue 62, allowing them to experience the magazine's worldview.

A limited edition collaboration T-shirt with X-girl (11,550 yen) is also on sale. What's more, customers who spend over 5,250 yen will receive a free novelty gift of the latest issue of V MAGAZINE and a camouflage-patterned X-girl tote bag.