FENDI, the luxury brand representing Rome, Italy, is holding a pop-up store at Isetan Shinjuku Main Building 1F The Stage from Wednesday, September 2 through Tuesday, September 8, 2026.
The pop-up celebrates the launch of new pieces from the 2026-27 Fall/Winter collection by Chief Creative Officer Maria Grazia Chiuri, presenting a modern, practical wardrobe built around her vision for people who value confidence and personal expression. The venue's installation evokes Rome, the city where Fendi was founded: walls featuring Fendi yellow and terracotta marble patterns recall a Roman sunset, while bold typography inspired by Rome's ancient ruins sits at the center of the space, further expressing the world of the new collection.
On the pop-up's opening day, MINA, FENDI's Japan brand ambassador and a member of TWICE and MISAMO who is active around the world, made an appearance. She arrived carrying FENDI's new signature bag, the "FENDI Magic," featuring the initial embroidery service offered exclusively at the pop-up store, and wore an elegant all-lace off-shoulder dress.
The "FENDI Magic" is a new bag that pairs structural beauty and lightness with function and design. A square silhouette, a distinctive tubular handle, and the new FENDI logo trimmed with the "FENDI Cuneo" detail on the side decorate the center of the bag. For a limited time, including on the Japan-exclusive beige colorway MINA carried, customers can have initials embroidered on the bag.
The pop-up store also offers "My Peekaboo," a new bag that reinterprets FENDI's iconic "Peekaboo" in a rounder, lighter form. To further highlight the bag's iconic design of deliberately revealing a peek inside, an initial hot-stamping service is being offered ahead of its wider release.
New Bag Personalization Services
FENDI Magic — pop-up exclusive initial embroidery service
Customers who purchase any "FENDI Magic" bag sold at the pop-up store can have initials embroidered on it. Choose up to 3 letters and 3 dots (e.g., M.G.C.).
My Peekaboo — pop-up early initial hot-stamping service
Customers who purchase a "My Peekaboo" bag can have initials hot-stamped inside the bag ahead of its wider release. The same service is set to roll out at select stores starting in early September.
FENDI 2026-27 Fall/Winter Collection Pop-Up Store
Dates: September 2 (Wednesday) to September 8 (Tuesday), 2026
*The Isetan main building is closed on September 4.
Address: Isetan Shinjuku Main Building 1F The Stage, 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
Hours: 10:00 AM to 8:00 PM
