MAPPY, a 14-year-old fashionista with over 100,000 followers on Instagram, has been chosen as the model for the "#_this is japan" project, run by the Isetan Mitsukoshi Group, which aims to discover and share new Japanese charms.

The "#_this is japan" project encourages people to post their own ideas about what "this is japan" means to them on Instagram with the hashtag "#_thisisjapan," spreading the appeal of Japan both domestically and internationally. Selected photos will be featured on in-store digital signage and posters. The Isetan Mitsukoshi Group has chosen 14-year-old fashionista MAPPY, who has gained attention through Instagram and has been invited to fashion weeks and other events, as the model for the project. Photos of "#_this is japan" taken by MAPPY can be viewed on the special website and the official Instagram account (@thisisjapan.isetanmitsukoshi). MAPPY will also appear in a banner advertisement hanging in front of Ginza Mitsukoshi from April 13th, as well as on a special website, showcasing her self-coordinated fashion under the concept of "this is japan." Her outfit for the shoot is a classic white dress by Marc Jacobs, which MAPPY herself fell in love with at first sight, paired with white platform boots. She wears high-end fashion, which she doesn't usually wear, in her signature "MAPPY style," with a unique twist. Furthermore, from May this year, five other Instagrammers (Pay Ketron, Simone Bramante, Sam Hollin, Gareth Pong, and Laura E. Pritchett), each with over 800,000 followers, will join Isetan Mitsukoshi as official Instagrammers for the brand. Their "#thisisjapan" photos will be posted on the official account.