Isetan Shinjuku is running an event titled "in the blue" on The Stage #3 on the third floor of the main building, proposing resort fashion inspired by seaside and underwater creatures. The event will run until June 10th.

The store is proposing total looks featuring motifs of seaside and underwater creatures such as shells, starfish and seahorses, including miscellaneous items such as belts, necklaces and bags, as well as resort fashion staples such as dresses, blouses, hats and sandals.

Brands available include Sophia203, Jonny was, 3J WORK SHOP, MEGAN PARK and MARIHA. Sophia 203's seahorse and shell-shaped belts (21,000 yen) and starfish necklaces (36,000 yen) are handcrafted with delicate embroidery. "Sofia 203 is a brand I'm keeping an eye on. I recommend it as a great accent for summer town fashion. The most popular item is the limited edition shark-embroidered clutch bag (19,000 yen). Clutches are still trendy. This one is affordable and can be carried for a variety of occasions, so it's popular with customers," says the buyer in charge. Another popular item is Mariha's maxi dress (24,000 yen), which "features this year's trendy botanical pattern and is popular. It's made of 100% cotton and feels nice against the skin, so many customers try it on and end up buying it." The visual design also has an oceanic theme. The showcase is filled with sand and lights are hung to resemble swimming fish, showing attention to detail.