eimy istoire is a Japanese women's apparel brand that debuted in July 2016. Created by creative director MANAMI, the brand is primarily sold through e-commerce and is also available at directly operated stores, including LUMINE EST Shinjuku. The brand’s motto is, “All women want to be beautiful. That’s why they love fashion and can’t give it up. The most beautiful story, for women like that.” It aims to present everyday outfits as “a page” in people’s lives.
Concept
All women want to be beautiful.
That’s why they love fashion and can’t give it up.
The most beautiful story, for women like that.