On September 30th, the independently curated shop Mixury opened on the women's clothing floor "GINZA Contemporary" on the M5 floor of the Mitsukoshi Ginza store.

The floor concept of the remodeled M5 floor of the store is "a luxury salon loved by mature women who pursue sophisticated beauty." It targets "women who call Ginza their home base," setting it apart from the store's 3rd and 4th floors, which are more focused on tourists from overseas.

The theme of the newly opened Mixury is "a salon for Ginza women who want to wear the one piece they fall in love with at first sight in the latest fashion." According to Izumi Kurita, the buyer in charge of buying, "Ginza customers don't choose clothes based on brand specifics or the occasion they'll wear them for, but rather on their sensibilities of 'this is lovely!' or 'I want it!' So, at Migusuri, we aimed to create a selection that would cater to that sensibility, eliminating ordinary and standard items as much as possible."

Regardless of age, women enjoy emotional changes, from days when they feel neutral as they go about their daily work to days when they get excited after meeting a wonderful man. The aim of the store is to create a sales floor where customers can experience such emotions while shopping, and this is embodied in the selection on the M5 floor.

Brands featured include Mitsukoshi Isetan's private brands, Migusuri, Johak, and Maison de Woman, as well as M Phil, Sophie Dor, Keita Maruyama, Vuzette, and Secret Closet. To celebrate the opening, a pop-up event will be held for Secret Closet, a brand that embodies the store's concept. The store offers coat-focused styling, featuring elegant long and lean silhouettes that emphasize feminine beauty and elegance.

Furthermore, under the banner of "extraordinary scale" of Ginza contemporary style, available only in Ginza, each brand will be assigned a buyer, particularly for private brands. The store will transcend the boundaries of a department store and focus on patterns and materials, even more than ever before, developing products through the very fabrics themselves.

This clearly embodies the floor's philosophy of "thoroughly pursuing the creation of beautiful, elegant clothing." The most fundamental and crucial element of beautiful clothing is size. Even with exceptional design and the finest materials, it's all useless if the size doesn't fit. Therefore, Mixture offers sizing tailored to Japanese body types, focusing on private brands. This ultimately leads to a large selection of "Japan-made" items, and the selection of domestic brands is unmatched compared to other floors.

The floor's layout is also a distinctive feature. The entire store is about 100 square meters, but it is generously equipped with two large tables and chairs, providing a space where customers can relax and browse through clothes to complete their own unique style.

Living up to its name as a "Ginza salon," the shop is filled with high-quality daily wear and is sure to meet the expectations of discerning women who are familiar with Ginza.