Seven & I to launch new Private Brand“SEPT PREMIÈRES”

7-eleven - Jean Paul Gaultier

Tokyo-based Seven & i Holdings Co., Ltd. (the parent company of 7-Elevenn) will launch a new fashion private brand “SEPT PREMIÈRES” (French for “Seven Premium”) for the 2015 Autumn/Winter season to be sequentially rolled out in Ito-Yokado, Sogo & Seibu stores.

The refined fashion brand is to be positioned as the apparel arm of the Seven & i Holdings Group’s private brand, “Seven Premium.” Developed jointly by Ito-Yokado and Sogo & Seibu, the brand offers a touch of superior quality and is ideal for daily use. It is dubbed as “A New Basic Style that Reflects the Trends of Today,” and offers products that are basic in style but pursue the latest trends in color, material, function and fit.

At the same time, to distinguish the brand even more, the Group will collaborate with world-renowned designers. The first guest designer will be Jean Paul Gaultier. Mr. Gaultier’s refined designs will seek to “make many women look beautiful,” and the line will be named “Jean Paul GAULTIER FOR SEPT PREMIÈRES.”

Available in the fall, it will be sold at Seven and the I Holding-owned Sogo, Seibu and Ito Yokado department stores in Japan, as well as its 7-11 convenience stores, meaning customers will be able to order online and pick up from one of the 17,000 outlets in Japan.