CODE A Unveils Its Flagship Store in Shinjuku This Autumn

CODE A Opens Its Flagship Store in Shinjuku

This autumn marks an exciting development in the fashion landscape with CODE A's flagship store opening at LUMINE Shinjuku on September 12, 2025. Developed by World Co., Ltd., CODE A draws inspiration from the beloved brand aquagirl, which flourished in the 1990s and 2000s. The name “A” stands for aquagirl, reflecting a blend of nostalgia and modernity.

Brand Philosophy

With the concept of “FAV FASHION. FAV STYLE.”, CODE A has reinterpreted aquagirl’s essence to resonate with today’s Tokyo girls. The brand transcends mere revival; it embodies a contemporary view on femininity while encouraging women to embrace their unique styles. CODE A is more than just a brand; it represents a movement towards self-expression and fashion freedom in urban Japan.

Store Concept: Quiet Gallery

The store's interior, designed by the acclaimed creative unit Atma inc., features a theme called “Quiet Gallery”. This unique space harmonizes tranquility and beauty, creating a gallery-like atmosphere where products are presented like art pieces. The minimal design incorporates inorganic materials infused with soft lighting, allowing visitors to immerse themselves in an aesthetic experience that stimulates the senses with every visit.

Exclusive Launch Items

Among the offerings at the new flagship store is the tulle lace blouse, priced at 17,600 JPY (including tax). This exclusive LUMINE Shinjuku color in white showcases three luxurious lace types combined into a sensual blouse, highlighted by a compact silhouette and a flowing velour ribbon, providing a refined yet sweet impression.

Special Promotions

To celebrate the opening, CODE A will be giving away an original key charm with any purchase over 35,000 JPY (while supplies last). Additionally, all visitors will receive complimentary original stickers, making the shopping experience even more enticing.

Design Details: Shopping Bag

The shopping bags at CODE A are not just carriers; they embody the brand’s essence. Crafted with minimalist silver material that catches the light, they stand out amidst the bustling city without compromising elegance. The delicate handles echo the brand’s signature feminine aesthetic, elevating the bag to a stylish accessory in its own right.

Special Events

As part of the launch, CODE A will host a M.MINE pop-up shop from September 12 to September 24, presenting accessories from the brand M.MINE, with all items available for try-on. On September 20, from 14:00 to 18:00, the director of M.MINE, Miyu Maesaka, will be present for an in-store event.

Upcoming Collections

Looking ahead, CODE A is excited about its 2025 Autumn/Winter Collection, reflecting the personalities and closets of Tokyo Girls. This collection features a striking blend of masculine jackets paired with delicate lace, capturing the essence of contrast that defines the modern Tokyo girl’s style.

CODE A also plans a pop-up shop tour across major cities, making a debut in Kyushu. The tour dates include:

- Hakata Hankyu: October 1 - October 7
- Nagoya Lachic: October 24 - November 3
- Osaka Lucua: November 7 - November 16
- Fukuoka PARCO: November 14 - November 25

About CODE A

Launched in April 2023, CODE A aims to empower women to relish fashion freely, showcasing a style that transcends traditional boundaries. It promotes the idea that every woman can define her own style, moving beyond the confines of societal expectations to embrace what she loves.

For more information, visit the official website at CODE A.