Sophie's Diary

First step of our 30 years in Japan

In October, I went to Japan, a country I love so much. It's the first step in our 30th anniversary celebrations! Follow me, I'll tell you all about it.

Thursday evening - The arrival

I landed at Narita at 6:30 PM. The journey was long, but the excitement erased the fatigue. Tokyo awaits. Ten days to celebrate thirty years of Paul & Joe. Ten intense days ahead!

Friday morning - Discovering the "Paul & Joe Garden" pop-up shop

I head to the "Harajuku Bakery Café 426" in Omotesando first thing in the morning. The pop-up is waiting for me. When I push open the door, I'm speechless. The space is magical. Floral details cascade everywhere, and the atmosphere radiates warmth. It's exactly the Maison's world!

The first few days - Media marathon

The interviews keep coming. Elle Japan, WWD Japan, Fashion Post, Madame Figaro, Senken Shimbun...

Next come the meetings with local influencers and stakeholders. They model our Spring/Summer 2026 collection beautifully. The future pieces come to life before my eyes, and they suit them so well! They blend seamlessly into the Japanese style, with that relaxed elegance that is so dear to us.

Every day - Back to pop-up

I come back to the pop-up every day. It feels good there, the energy remains gentle and inspiring. We talk a lot about the collection, about the history of Paul & Joe in Japan. The conversations flow freely.

I have wonderful encounters with loyal customers who have followed the brand since its beginnings. Their eyes light up when they tell me their memories. These moments touch me deeply.

The Reunion - Our Partners

Reuniting with our partners fills me with joy. These bonds forged over the years, this mutual trust, this reciprocal affection. Yoshi is particularly attentive. He takes the time to show us all his favorite spots.

We visited the Ueshima Museum with its captivating exhibits. We tried some superb traditional restaurants, especially the soba noodles, which I love, but also some surprising creations like gouda with wasabi. We even discovered some typical Japanese wellness centers. Every outing became an adventure.

In between - Shop visits

This entire stay is punctuated by meetings and visits to shops. I observe the implementation of our products on the ground.

At MITSUKOSHI GINZA, I admire the impeccable presentation of our eyewear. Each pair is displayed like a jewel. At ISETAN SHINJUKU, the setting dedicated to our cosmetics leaves me speechless. These two temples of luxury in Tokyo beautifully honor our brand!

I photograph everything. These details matter. They testify to the respect and love that Japan has for Paul & Joe, and it's reciprocated.

Kind regards,

Sophie