Holiday Boileau, the brand of the legendary French lifestyle magazine, opens its first pop-up store in Japan! . The venue is the hottest spot, POP BY JUN!

Holiday Magazine was founded in 1946 in Philadelphia, USA, and is now considered a legendary travel magazine. Until 1977, when the magazine ceased publication, it enjoyed great popularity among the wealthy American travelers to Europe, with more than one million subscribers in its heyday.

In 2014, the magazine will be reissued in Paris, France, by Creative Director Frank Durand. Mr. Durand, a true "Holiday Magazine" enthusiast, owns every back issue of the magazine from its inception to its demise. Out of his admiration and respect for the good old days, he has revived the highly fashionable lifestyle magazine in the modern age, keeping its original logo and world view.

Holiday Magazine, which was reprinted in 2014 .

The reborn Holiday Magazine is more than just a magazine . In the Boileau area of the 16th arrondissement of Paris, where Durand's partner, Emanual Alto, editor-in-chief of the fashion magazine Vogue Paris, spends time together, a café and bookstore are also being developed. The apparel line "Holiday Boileau" is directed by Gauthier Borsalello, who has a deep knowledge of vintage clothing. Today, racks of the brand can be found in famous select stores in the U.S. and Japan.

As a preface, the first "Holiday Boirot" pop-up store in Japan is currently being held at "POP BY JUN" in "Shibuya Parco". In fact, the JUN Group has been selling T-shirts and tote bags at "Bonjour Record" since the brand was first launched, and has a close relationship with "Holiday Magazine. With pop-up stores opening all over the world, it was inevitable that the brand would team up with the JUN Group, with whom it has the closest relationship in Japan.

Although the store will be open only until Sunday, March 22, it will be a rare opportunity to pick up the full collection. The store will have a relaxed atmosphere, as if the world of "Holiday Magazine" were packaged directly into the store. In addition to apparel, lifestyle goods such as soaps, candles, and daily bags will also be available (including rare bag numbers!). .

Items from "Holiday Boirot" lined up in the store.

Tote bag with brand logo, convenient for everyday use. ¥8,000+TAX

Caps and socks that accentuate your coordination are also available.

The items in the spring/summer collection are inspired by the spirit of the "French Ivy," the brand concept of HOLIDAY BOILLO, which was popular in the 1970s and 1980s. However, it is not so well known that the "French Ivy" originated in the 16th arrondissement of Paris, where the Holliday store and café are located. This area, which is a bit far from the center of Paris, used to be a bustling town where many wealthy aristocrats and other bourgeois people lived. The young people who lived there at that time created the "French Ivy" style, but nowadays, the area is a quiet residential area with a faded appearance.

At the same time that he is reissuing "Holiday Magazine," Mr. Durand wants to fill the 16th arrondissement of Paris, a district steeped in history and tradition, with the same lively mood as before. This desire is gradually beginning to take shape, and it is in this area that Junpei Seki, the former general manager of "1LDK" and "fashion improver," who was previously introduced in HOUYHNHNM's, has opened a store in Paris.

Holiday Boileau" proposes "French Ivy" not as a mere trend, but as a style that will never go out of style. This pop-up is a great opportunity to experience the ever-changing atmosphere of Paris.

The inspiration for the Spring/Summer 2020 season came from the cover of the Summer 1959 issue of Holiday Magazine, which was plastered on the back of the cash register. . The color palette is directly inspired by the beautiful Italian cityscape, with a wide selection of items in fresh pastel colors.

The logo series has been offered since the brand's launch. From this season, we are using bio cotton that has passed the strict standards of France. The colors are changed every season, making this a standard item that you will be happy to buy more of your favorite colors. Of course, it can be worn by both men and women. Top photo: sweatshirt ¥17,000+TAX Bottom photo: sweatshirt worn by model ¥20,000+TAX

The orange jacket and the lemon yellow set-up have beautiful colors. The paisley pattern on the right is an original design created by Mr. Durand for this item. The collection covers not only casual wear, but also a wide range of tailored items with classic British and American elements reconstructed with a French taste. Left: Jacket ¥170,000+TAX, T-shirt ¥10,000+TAX, Pants ¥21,000+TAX Right: Jacket ¥170,000+TAX, T-shirt ¥9,000+TAX, Pants ¥55,000+TAX

For men, look for items that add a retro mood, such as open-necked shirts made of terry cloth. A one-tone color scheme can also be used to create a mode atmosphere. Shirt ¥29,000+TAX, sweatshirt wrapped around the neck ¥17,000+TAX, pants ¥70,000+TAX

The store displays some of Mr. Durand's valuable collections. The store displays some of Mr. Durand's precious collections, and offers a glimpse into his wardrobe, which is based on "basics and classics, not a lot of things" and "making the best things.

Photo_Juri Nagai
Text_Ryuta Morishita