IPHORIA, a mobile accessory brand from Berlin, Germany, arrived in Japan at the end of 2014. Their designs, inspired by nail polish and perfume bottles, are so popular that some stores sell out immediately after receiving their products or sell out by pre-order only. In the summer of 2015, they opened their first Japanese store at Shinjuku Lumine Est. I was so curious about IPHORIA's new products that I decided to visit their exhibition.

As soon as I entered the exhibition hall, my eyes were drawn to the colorful IPHORIA products adorning the walls! From classic designs to original character designs featuring slightly mischievous yet lovable faces, to ones with furry pompom straps and even ones with a sliding mirror that lets you check your lips, a wide variety of designs were on display. The bear design, with its distinctive large ears, is said to be the most popular. A woman working in press was also a fan of this bear IPHORIA. Apparently, the large ears make it easy to take out of her bag and make it very convenient. And best of all, they look so cute fiddling with their phones! In addition to mobile phone cases, the exhibition also features clutch bags with built-in batteries in the inner pockets and multifunctional bags that can fit laptops. A heart-shaped mobile battery called "POWER OF LOVE," capable of holding a full charge, even makes you feel like you might receive a wonderful message. Looking at the approximately 100 items on display, I felt that iPhoria's vision for mobile phone cases is no longer just for protecting your phone, but has been incorporated as a fashion item, just like bags and shoes. Because your phone is so frequently used in everyday situations, like making a phone call on the street or emailing on the train, you want it to look stylish. This is what we call "fashion without compromise." Perhaps in the future, we might see bags, shoes, and mobile phone cases lined up side by side in our closets.