At Tokyo Kaihouku located on the second floor of Isetan Shinjuku department store, Japanese brand Beautiful People showcases its new fashion line named “Routine For Beautiful People”. The time-limited event is open until May 19.

Future collections of Routine For Beautiful People will be sold exclusively at Isetan Mitsukoshi stores, and the biggest charm of the new line is that all processes relating to the designing of the clothes are handled in Japan. Textile and pattern designs and sewing are done in collaboration with Japanese companies to create a variety of basic fashion items.

A soft loop-wheeled hooded parka (25,000 yen) is intentionally created in a small size for originality. The parka brings out the natural texture of the threads, which become a part of the design. Even after washing, the special texture is retained.

A striped T-shirt (17,000 yen) is accentuated with the initial “R”, which is embroidered onto the design. Long threads of Supima cotton is used to create a durable quality. A dress (28,000 yen) made of the same fabric fuses the design of a Basque shirt with a skirt.

The Suvin Jersey T-shirt (10,000 yen) is made with high quality Indian Suvin cotton, a crossbreed of an Indian cotton variety and a Sea-Island cotton variety. Threads made of Suvin cotton are soft and thin, creating a unique texture when sewn together.

The pop-up event currently being held at Isetan Shinjuku also lines up items from Beautiful People’s 2015 S/S collection under the theme “tennis”, as well as collaboration T-shirts, polo shirts and parkas with sportswear brand Fila.