Lancel Japan Ltd., an associated company of Sumitomo Corporation, launched a special campaign to promote its latest Brigitte Bardot bag line at two major stores operated by the Mitsukoshi department store chain: one in Ginza, Tokyo and the other in Sakae, Nagoya City. The new collection is the product of a collaboration between Lancel and the French actress for whom the line is named. Since its release on September 1, the stylish bags have been so sweepingly popular among fashion-conscious women that some shops have run out of stock and are scrambling to secure additional supply. As part of the campaign, canvas tote bags created in conjunction with this major line hit the shelves of all Lancel outlets throughout Japan on October 1, following their earlier exclusive release at a single store within the Roppongi Hills complex in Tokyo.

The campaign introducing the Bardot bags for sale started on October 6 at Mitsukoshi Ginza, which was reopened on September 11 after renovations to enlarge the floor space. In addition, during the two-week campaign period up to October 19, female attendants clad in the actress's signature pink gingham print dresses will present visitors with a small-sized handy catalog featuring the Lancel collections at a special showcase built within G-Space on the first floor of the Mitsukoshi Ginza west building.

The campaign is also scheduled to be held for seven days from October 20 to 26 at Nagoya Mitsukoshi Sakae, where a new Lancel outlet was opened in August this year on the second floor, which is mostly dedicated to select boutiques. The new bag line will be displayed at a booth that will be set up for the event in the Style Court on the first floor. The booth will feature portraits of Bardot in combination with her favorite pink gingham motif. Lancel invites all fashion lovers to visit the booth for a style experience not offered by the permanent shop on the second floor.