"Tokyo Pastel," a pop-up event featuring pastel colors, a trend that's gaining popularity among Tokyo street fashion, kicked off at the TOKYO Kaihoku (Liberation Zone) on the second floor of Isetan Shinjuku. Fans and customers flocked to the store from the very first day, and the event has been a huge success every day. Participating brands include "himitsu by Syrup." and "Rurumuu," "YUKI FUJISAWA" by textile artist Yuki Fujisawa, "AVANTGARDE," a select shop specializing in legwear, "Sretsis e-y-e-s," an eyewear line from "Sretsis," a fashion brand founded by Thai designer Pim, "VISION STREET WEAR," a California streetwear brand popular among skateboarders and snowboarders, and "FASHIONARY," a notebook brand aimed at professional fashion designers and fashionistas. Original artwork and merchandise by illustrator Yurie Sekiya are also available.

"himitsu by Syrup." was founded in 2008 by designer Watanabe Ayumi, whose hobby was collecting antiques, after which she started working as an antique remake brand. It is characterized by silhouettes as colorful as macarons and as fluffy as cream. The event will feature new clothing, bags, accessories, and original fragrances.

"Rurumu" is a handmade knitwear brand by designer Azuma Kanae. Azuma has attracted attention as a young, up-and-coming designer, having created costumes for the idol group Dempagumi.inc and exhibited her work in Aida Makoto's "I'm Sorry I'm a Genius" (Mori Art Museum). The store will stock individually hand-knitted clothing, scrunchies, smartphone cases, and more.

On July 27th and 28th, and August 10th and 11th, from 2pm to 6pm each day, Sekiya Yurie will be holding a live performance where she will create impromptu illustrations of caricatures of those who wish to participate. (A4 size, 1,575 yen)

In addition, from July 31st, the sweets unit "Okanashiya", consisting of Watanabe Asuka and Matsuno Ayaka, will be appearing. To coincide with the event, pastel-colored icing cookies and other items will be on sale. The event will run until August 13th.