Following the trend started by Isetan Girl in Tokyo last autumn, department store operator Marui has remodeled it’s Shinjuku location to create “Marui Curren,” which opened on February 27.
Marui Curren features ten floors of fashion boutiques and interior shops targeting young women in their late teens-early twenties. In a move away from luxury designer brands, the focus is on cute and casual clothing that is stylish but also affordable. Uniqlo, which is rebranding itself as an affordable fashion line rather than a casual wear brand, has a large shop in the new store.