#Japan #Shinjuku #Ash & P France #ALTERNATIVE MARKET #Newoman Shinjuku

Discover Your Unique Choices at 'Alternative Market'

Ash & P France, a leader in fashion and lifestyle since 1985, is launching the 'Alternative Market' pop-up shop at Newoman Shinjuku from April 22 to May 7, 2025. This exciting event promises an unforgettable experience, showcasing about 20 carefully selected brands focused on helping individuals express their unique style.

What is the 'Alternative Market'? Designed to empower visitors through fashion, jewelry, and cosmetics, this pop-up is divided into three distinct themes, each representing a different facet of self-expression. Brands from both Japan and abroad, including artful jewelry by Bea Bongiasca from Italy and the Japan-based fragrance brand ERAM, will be on display, providing shoppers with a variety of innovative choices.

Embrace Individuality

The core concept of the 'Alternative Market' is to provide a platform where personal choice reigns supreme. Ash & P France curates a selection ranging from handmade accessories to sustainable fashion, encouraging freedom from mainstream trends. As we navigate through countless daily choices, it is essential to remember that each selection can embody our individuality. This philosophy resonates deeply within Ash & P France, which has championed the idea of 'alternative' choices since its inception.

Originating from a Latin word meaning 'to change,' 'alternative' signifies the joy of free expression untethered by conventional thinking. This pop-up invites visitors to refresh their spirits and engage with captivating items that enhance their uniqueness.

The Three Themes of the Alternative Market

The 'Alternative Market' is zoned into three thematic areas, each aligning with the concept of self-empowerment:

1. Unplugged: Liberation of Self

The first zone focuses on natural and culturally rooted items that nurture one’s true self, featuring warm textures and soothing scents. Here, shoppers will find ethical handmade products like the macramé jute bags from THE JACKSONS, a London-based brand empowering women in Bangladesh. Additionally, Kilim ARTS, known for their sustainable Turkish woven bags, showcases the beauty of vintage craftsmanship.

2. Ignite: A Switch for Change

Next, the 'Ignite' area features striking designs and vibrant colors that inspire personal transformation. Shoppers can explore modern yet playful products from Starstyling, a Berlin-based brand, and eye-catching jewelry from Bea Bongiasca that magnificently blends art and fashion. This section is designed to invigorate the creative spirit and encourage self-expression.

3. Sleek: Wearing Sophistication

The final area presents high-design items that exude elegance and intelligence. Visitors can discover the iconic 'Lisbon' bag from JACQUES LE CORRE, known for its timeless appeal and rich variations each season. The collection emphasizes refined beauty and meaningful designs, encouraging shoppers to find pieces that resonate with their individuality.

Event Details

• - Dates: April 22 to May 7, 2025
• - Location: Newoman Shinjuku, 1F Newoman Square, 4-1-6 Shinjuku, Tokyo
• - Hours: Monday-Saturday: 11:00 AM - 8:30 PM; Sunday & Holidays: 11:00 AM - 8:00 PM

Stay connected for the latest updates on this wonderful event through the official Instagram account @hpfrance_official.

For nearly four decades, Ash & P France has merged fashion with lifestyle, art, and even cafes. With over 30 concept shops across Japan and a robust online presence, the company continues to champion creativity from around the globe, fueling growth through unique encounters with talent and individuality. For more information, visit HP France Website.