Mitsukoshi Isetan kicked off its "Global Green Campaign" on May 12th, an event themed on coexistence between people and nature. It will run until the 27th.
This annual event, held annually from mid- to late May, aims to encourage customers to reconsider the role and meaning of purchasing goods for the environment, people, society, and the planet. By introducing products not only through their specifications but also through stories from producers and historical background, the campaign proposes what "things" are good for people, the planet, and the future.
This year's theme is "CHANGE THE VIEW: Seeing from a different perspective." The message is to bring new joy and excitement to everyday shopping by changing your perspective.
The Mitsukoshi Isetan exclusive handbag (28,000 yen) by GLEAN&Co., Ltd. was created by collecting, dismantling, and reconstructing fabrics that had been lying dormant in warehouses, as well as materials with imperceptible scratches. The theme is the possibility of reusing and recycling them by changing the perspective.
The bedding department on the 5th floor of the main building of Isetan Shinjuku will be showcasing blankets (15,000 yen) and cotton blankets (12,000 yen) from the Tohoku Cotton Project, which reclaimed rice fields damaged by the tsunami following the Great East Japan Earthquake and turned them into cotton fields. The event space on the 3rd floor of the main building of Nihonbashi Mitsukoshi will also be displaying T-shirts (4,200 yen) designed by the Fukushima Cotton Project, a collaboration between world-renowned artists and designers and a business association in Iwaki City, Fukushima Prefecture. Purchases of these products will also contribute to supporting Tohoku.
The creative director for this promotion is book director Haba Masataka. Haba has experience working with Mitsukoshi Isetan, including selecting books for Beauty Apocalypse on the first basement floor of the main building of Isetan Shinjuku. Looking closely at the items used in the advertising visuals, the high heels are made from shiny eggplant and the bangles are made from sliced root vegetables. By transforming vegetables and plants found in nature into fashion items, the creative director expressed the difference in impression between seeing them from a distance and seeing them up close.
