On Thursday, July 10, PLEATS PLEASE ISSEY MIYAKE / NEW YORK will debut BRAND NEW DAY, a limited series celebrating the beauty of everyday life through fashion and illustration. Created in collaboration with Tokyo-based illustrator Hikaru Ichijo, the collection transforms daily moments into wearable art.
Ichijo’s illustrations—faceless figures in bold, expressive compositions—depict a day in the life of women wearing PLEATS PLEASE ISSEY MIYAKE: rushing out the door, working, unwinding, and finally resting. These scenes are woven directly into vests, dresses, and T-shirts, capturing the quiet elegance of everyday life.
Known for her work in publishing, advertising, and packaging, Ichijo avoids depicting faces to sidestep conventional beauty standards. Her use of vivid colour and print-inspired technique adds texture and depth to each piece.
The concept of BRAND NEW DAY is uplifting and straightforward: “Good morning! Open the window and enjoy the fresh air! A new day awaits!” Through her lens, ordinary moments—choosing an outfit, heading out, saying goodnight—become quietly extraordinary.
An immersive in-store installation will bring this illustrated world to life, offering visitors a chance to step into the scenes themselves.
BRAND NEW DAY launches Thursday, July 10, exclusively at PLEATS PLEASE ISSEY MIYAKE / NEW YORK.