Ash Pa France’s POP-UP “Alternative Market” is now available in Newman Shinjuku! Proposing “personal choices ” through fashion, jewelry, and cosmetics

H.P. France’s POP-UP “Alternative Market” is now available in Newman Shinjuku! Proposing “personal choices” through fashion, jewelry, and cosmetics ​
ASH P. FRANCE LIMITED Press release: April 10, 2025 Ash Pa France’s POP-UP “Alternative Market” is now available in Newman Shinjuku! Proposing “personal choices” through fashion, jewelry, and cosmetics Held at Newman Shinjuku 1F Newman Square for a limited time from April 22nd (Tuesday) to May 7th (Wednesday), 2025. Approximately 20 carefully selected brands from Europe and other countries are gathered here.
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-ebbc5ebe21b1fe17b79c6bf88d0dfda1-1200×1200.jpg H.P. France Co., Ltd. (Headquarters: Minato-ku, Tokyo) will hold a pop-up shop “ALTERNATIVE MARKET” at Newman Square on the 1st floor of Newman Shinjuku for a limited time from April 22nd (Tuesday) to May 7th (Wednesday), 2025. The venue will be divided into three themes, with approximately 20 brands from Japan and overseas selected. Bea is a jewelry brand that is attracting attention in Italy. We have a diverse lineup ranging from bags to accessories and cosmetics, including “Bear Bongiasca”, “Fillyjonk” from Japan, which creates accessories with motifs of architecture, landscapes, and plants, “THE JACKSONS”, an ethical jute bag brand from London, and “ERAM”, a fragrance brand from Japan that will open its first store in Newman Shinjuku. Wearing individuality and bringing out freedom – the concept of “alternative”. This pop-up shop is based on the concept of “a place where you can make the choices that are right for you,” and H.P. France will introduce carefully selected items from Europe, all over the world, and Japan from a unique perspective. This is a selection-type curation event that proposes “another option” that you can choose based on your own sensibilities, without being influenced by trends. Nowadays, the items we wear are becoming more diverse, and each day we choose something from countless options. That’s why since our founding in 1985, H.P. France has valued “alternative = another choice.” The etymology of “ALTERNATIVE” comes from the Latin word “to change”. The joy of embracing your individuality and freely expressing yourself without being bound by existing values. Please enjoy encountering items that refresh your mood and move your heart.
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-b32678a2360e99eeb3fa1709c4ca3a96-1080×1487.jpg [Example of developed products] Selected domestic and international brands are zoned into three themes. At this event, brands such as fashion accessories, accessories, and cosmetics carefully selected from Japan and overseas will be divided into three themes and items will be proposed according to each concept. 1. Unplugged “Free yourself” – Natural and free thinking brings out your true charm – The warmth of handicrafts, the culture rooted in the land, the scents and natural materials that soothe the soul. We have items that will help you regain your true self in your daily life through items that gently touch your five senses.
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-7954d11444a6e22b0fa7f0a6d2a833e2-1033×1033.jpg [THE JACKSONS] In 1998, we opened our first directly managed store in Notting Hill, London. Macrame jute bags made by Bangladeshi women are ethically handmade items that support women’s independence. / Bag ¥16,940
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-ed153c65003da5378b912268ad7708d6-1080×1080.jpg [Kilim ARTS] A bag brand from Istanbul that uses vintage kilims and hand-woven carpets. The sustainable design is attractive, inheriting the Turkish tradition of the 1940s and 50s, and reconstructing it into a modern style. / Bag ¥30,800
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-41ff8a08fa3687cfdaf2a6d42897faf3-2496×2496.jpg [Fillyjonk] A Japanese accessory brand created by two designers who studied architecture and metal carving. With motifs of nature, landscapes, and nostalgia, we develop delicate jewelry that gives form to “times of reflection.” / One-of-a-kind ring ¥86,000～ Image
URL: https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-f0a01d5c007ee1f399556d62dd6e1ba0-3900×3900.jpg [SERGE THORAVAL] A jewelry brand from Paris. It is characterized by powerful metal expressions carved with lines of poetry and the designer’s thoughts. One-of-a-kind handmade jewelry made by craftsmen with their own sensibilities. / Necklace ¥37,400
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-30e81383dc2a9330a4cb5c19828f8adb-1707×1707.jpg [VALLEBELLE] A fragrance brand inspired by the Basque region of France. A collection of colorful and unique scents that delicately express local culture and spirituality. / House Mist ¥7,986 each
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-bb9c861ef6c77d0bf6d7e0b064ca95b2-3900×3900.jpg [O SKIN & HAIR] A total care brand from Japan that is particular about naturally derived ingredients. We offer items that are kind to the skin, hair, mind, and earth, such as natural balms that can be used all over the body and shampoos that condition the scalp environment. / Multibalm ¥2,530 each 2. Ignite “Turn on the switch” – Powerful and unique designs and colors provide an opportunity to change your daily mind – Vibrant colors, unique designs, and bold details. Choose freely, intuitively, and what appeals to you. We have items that support such energetic self-expression.
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-895f639e05892d8142b98de8a02b8dde-1000×1000.jpg [Starstyling] From Berlin. Characterized by free use of materials and a playful and colorful collection. A brand created by a former stylist that is known for its unconventional expressions. / T-shirt ¥21,450
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-a2f2cd8e7cdb3e961d72cbb35d179a79-1600×1600.jpg [JACK GOMME] A bag brand from Paris. Its sporty yet sophisticated design and light feel are attractive. We offer modern items that brighten up your everyday life in a wide variety of colors. / Bag ¥26,400 each
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-ca283bbc34059b58b16812ac205c424b-3900×3900.jpg [Bea Bongiasca] A jewelry brand from Milan that fuses art and fashion. The combination of bright enamel, natural stone, and gold creates a pop and unique worldview that is attracting attention. / Ring ¥102,300 each
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-f772d3c722d9331e8e0e59faf645525c-3900×3900.jpg [VIDA ] A Japanese watch brand that brings vintage charm back to modern times. We develop products that combine design and
functionality and can be enjoyed over time. / Watches (from left) ¥31,900, ¥33,000 3. Sleek “Wearing sophistication” – COOL and stylish design gives intelligence and sophistication – In addition to beauty, we have selected items with highly designed designs that take into consideration concept and functionality. Beautiful form, exquisite use of materials, and a story behind it. You will want to add your own uniqueness to each of them.
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-cb7b30ec9ffa842a508591757c93e61c-2000×2000.jpg [JACQUES LE CORRE] Established in Paris in 1985. The iconic bag “Lisbon” offers modern and timeless elegance with a wide variety of materials and colors every season. / Bag ¥104,500
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-982057a5597e4206aaea2ca2b7b468ea-2664×2664.jpg [domestique] Creative lab in Paris. A next-generation brand that practices sustainable manufacturing with designs inspired by everyday life and “zero inventory and zero waste.” / Bag ¥55,000
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-18f232b41898b5c4563e08f6c5634810-3900×3900.jpg [TAMMY & BENJAMIN] A French bag brand that loves vintage and draws inspiration from art and literature. It features a unique design created in a Paris atelier. / Bag ¥97,900
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-c7869754a544b5dd04d4e9a8d67ce24a-1440×1440.jpg [ERAM] A fragrance brand from Japan, born in 2024. Based on the theme of “scents that appeal to the senses,” the fragrances are inspired by classical literature and express memorable scenes and emotions. / Fragrance (30ML) ¥13,200 *All prices include tax. Event overview
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-634e518b83eb7ec71682ceb4260899d7-2393×1710.jpg ■Event period: April 22, 2025 (Tuesday) to May 7, 2025 (Wednesday) ■Venue: Newman Shinjuku 1F Newman Square (4-1-6 Shinjuku, Shinjuku-ku, Tokyo) ■Business hours: Mon-Sat: 11:00-20:30 / Sun/Holidays: 11:00-20:00 *The latest information will be updated on the official Instagram @hpfrance_official.
https://www.instagram.com/hpfrance_official/
https://prcdn.freetls.fastly.net/release_image/34526/92/34526-92-3298bccc7221dece74661d5af9e25ee2-1116×744.jpg Since its establishment in 1985, H.P. France has developed a variety of businesses related to life and culture, including fashion, lifestyle, art, and cafe businesses. We are currently operating approximately 30 concept shops and our own e-commerce site nationwide. We value encounters with creative talents and personalities from all over the world, including Japan, Paris, London, Galicia, New York, and Berlin, and use this as energy to grow our business. Official website: https://www.hpfrance.com/