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Josie Natori Heading to Tokyo for Isetan Debut

The Shinjuku flagship will open pop-up shops for intimates and ready-to-wear over a two-week period.

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NATORI POP-UP: Josie Natori will be on a personal mission to fit Japanese women in her collection of Josie bras at Isetan’s Shinjuku flagship in Tokyo on April 1.

The designer will also be on hand to discuss and show her Josie Natori collection of ready-to-wear.

This will mark the first launch of Josie bras and Josie Natori rtw at Isetan, which will open two 200-square-foot pop-up shops for the intimates and rtw over a two-week period. The collections will then be relocated to their respective new homes on Isetan’s third and fourth floors.

Natori said the in-store events will “offer the Japanese customer a wonderful snapshot of the House of Natori and our unique East-meets-West design aesthetic.”

“I’ll have a tape measure with me, and I’m going to teach the sales staff how to fit a bra. Japanese women are a little more modest, so it should be interesting,” said Natori.

“It’s also interesting that Isetan chose to launch Josie bras rather than Natori bras. I think it’s because Isetan thought the Josie brand was a spirit they didn’t have.…It’s younger looking, much more fun in terms of fashion, color and details and it’s affordable. That would appeal to younger consumers who shop at Isetan,” she observed.

Loungewear and sleepwear by Josie is sold at six H.P. France boutiques in Japan.

“The Japanese consumer really gets the concept of sleepwear and loungewear and all of the layering,” said Natori, who will be making appearances at the specialty chain on Wednesday.

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