Fashion director Yoshimasa Hoshiba, who is celebrating his fifth year as a Flower Valentine Ambassador this year, is holding a rose of the "Yves Piaget" variety, famous for its particularly strong fragrance. "It has a fragrance called 'Damask Modern' and a lovely deep pink color. The charcoal gray wrapping is very chic, isn't it? Each of the dozen roses (12 roses) has a meaning related to love," he says. Hoshiba, who will once again be giving out roses at Isetan Shinjuku Store, Men's Building this Valentine's Day as is customary, insists that flowers are essential for having a "sexy and sophisticated Valentine's Day."

Event Information

Yoshimasa Hoshiba's "Surprise Flower Valentine"

Yoshimasa Hoshiba will be walking around Isetan Shinjuku Store, Men's Building , giving customers surprise gifts of roses! Where he will appear will be a surprise on the day.

□February 11th (Sunday/Holiday) 2pm - 4pm□ Isetan Shinjuku Store, Men's Building = All floors
*Quantities are limited, so this offer will end once supplies run out.
Cooperation: Japan Rose Cut Flower Association

Valentine's Day is "the day when the most flowers are given in the world."

"Flowers will eventually fade away, but the memory of receiving them will never disappear," says Hoshiba. "Life is a collection of memories, and as these memories pile up, we have a rich life. Flowers play a part in that story. I hope you'll consider them for creating memories this Valentine's Day." -- In Japan, Valentine's Day is a day when women express their love to men with chocolate, but around the world, Valentine's Day is a day when men and women express their love and gratitude to each other. In Europe and America, it is most popular for men to give flowers (mainly red roses) to women.

"At Isetan Shinjuku Store, Men's Building we've distributed thousands of roses, and not only women, but also little girls and boys are always delighted and smile. Flowers have the power to make people happy, and the beauty of things that are finite is the same for both flowers and life."

NEXT>Hoshiba's beautiful memories of Valentine's Day