"In the 90s, there was a solid concept of masculinity, but fashion has evolved dramatically since then, and now, just like back then, it's impossible to clearly define what it means to be a man," says Donatella Versace, creative director of VERSACE . A pop-up store for Versace VERSACE Fall/Winter 2019 collection, which challenges established notions and stereotypes and expresses a new masculinity that breaks down the boundaries and rules of menswear, will appear at Isetan Shinjuku Store, Men's Building 1F = Promotion from July 31st (Wed) to August 20th (Tue).

Sneakers "Chain Reaction" and other Japan-exclusive collections to be sold in advance.

VERSACE pop-up store's installation, based on a blue electric color scheme, features Greek-inspired columns alongside neon signs using phrases from the new prints, creating an overwhelming presence. Among the new items, the prints are particularly noteworthy. Shirts, structured suits, and jackets can be styled in a fresh way by combining them with printed bags, loafers, and sneakers.

Left: Zip-up hoodie ¥110,160, sweatpants ¥78,840 Right: T-shirt ¥55,080

Sneakers "Chain Reaction" ¥119,880, "Cross Chainer" ¥89,640

Clockwise from top left: Cap ¥46,440, Belt bag ¥112,320 (26 x 8 x 17 cm), Clutch bag ¥87,480 (26 x 1 x 17 cm), Wallet ¥49,680 (11 x 1 x 9 cm)

*All items are Japan-exclusive and pre-sale at Isetan Shinjuku Store

This event will feature a Japan-exclusive accessory collection, as well as special models of the "Chain Reaction" and "Cross Chainer" sneakers. Furthermore, the belt bags, pouches, and wallets, crafted with soft leather and showcasing exceptional craftsmanship, will feature patches adorned with the brand's logo, house code, and ironic phrases.

The Fall/Winter 2019 collection redefines "menswear of today."

VERSACE Fall/Winter 2019 collection proposes styling that overturns existing concepts previously defined as masculine. Particularly noteworthy are the pop and colorful styling that conveys the essence of VERSACE . Playful elements that are part of the brand's DNA, such as pants and blousons with all-over patterns of pin badges, exude charm.

This latest collection presents a new "Versace attitude," freely combining colors, jewelry, accessories, and prints, without being constrained by societal definitions of "masculine beauty." It offers the possibility and courage to express individual style, and encourages enjoyment of coordinating outfits.

[Open Report] A place of discovery that overturns the conventional notions of modern menswear and transcends gender.

Updated on Wednesday, August 5th

VERSACE Fall/Winter 2019 collection pop-up store powerfully showcases the brand's worldview with its unique textured electric blue color and interior inspired by Greek columns. This "place of discovery," filled with the message of creative director Donatella Versace, is open until August 20th (Tuesday) Isetan Shinjuku Store, Men's Building 1F = Promotion.

A place to challenge yourself and discover a new you by shedding all preconceived notions.

Donatella Versace's message is remarkably clear. Her assertion that "what was traditionally defined as masculine has dramatically evolved and changed, and can no longer be clearly defined" is expressed through her unisex sizing, and her genderless styling, embodying the idea of "sharing what you love with both men and women," also conveys the message of enjoying shopping beyond gender differences.


In essence, Donatella's straightforward message—"Challenge your preconceived notions about fashion, reset yourself here, and discover a new you!"—is symbolized by the three cube-shaped displays at the back of the pop-up store: "Savage Barocco," "Mad About Versace," and "Pierres de Reines," showcasing the impressive Fall/Winter 2019 collection.


Three styles showcase VERSACE 's new masculinity.

The three styling options on the right side as you enter the pop-up store embody the message of this collection. The all-over print item featuring a can badge motif in the center is captivating with its ironic and interesting visuals, including catchy phrases like "I♡VERSACE".


Furthermore, a formal look typical of VERSACE is achieved by tucking in the shirt and layering it with Muay Thai pants. The freely layered style is innovative.


Exclusive and pre-release items are arriving one after another at ISETAN MEN'S !

A limited edition of 10 pairs of the popular "Chain Reaction" sneakers, adorned with Swarovski crystals, is available. These are sure to attract attention in the city at night during the upcoming season. The Japan-exclusive colorway of the Chain Reaction, born from "Mad About Versace," incorporates the iconic Greek Greca Key pattern, the "Chain Reaction" logo patch, and the word "love" in Braille, creating a crazy pattern that adds a pop of color to your feet. Furthermore, the evolved "Chain Reaction II" features newly added embroidery.

The “Mad About Versace” apparel includes shirts and denim jeans featuring a pin badge motif, available exclusively at Isetan Shinjuku Store . In addition, zip-up hoodies, T-shirts, and leather goods are available exclusively in Japan and are being released first at the Isetan Shinjuku Store, as well as on the Mitsukoshi Isetan Luxury website.


Also noteworthy is the pre-sale of the new sneaker design, "Squalo," in black and gray. The design is inspired by a wave pattern taken from Gianni Versace's archives, and the sole design is reminiscent of shark teeth. Other highlights include the word "love" in Braille and a hidden Medusa on the heel of the sole.

During the pop-up store period, new color variations of the Chain Reaction collection will be added, along with new items such as sweatshirts and T-shirts. Enjoy the new season of "Versace Attitude."

The official Instagram account for the designer and luxury magazine 'EPOCH' (@isetanmens_epoch) will be releasing behind-the-scenes videos of the photoshoot!

▶'EPOCH' Official Instagram (@isetanmens_epoch)

Event Information

VERSACE Pop-up Store

□July 31st (Wednesday) - August 20th (Tuesday)
□ Isetan Shinjuku Store, Men's Building 1st Floor = Promotion

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 3rd Floor = Men's Designers
03-3352-1111 (main representative)