Felissimo has launched the “Second Summer Project” to help people enjoy the heat from September onward in a positive way. As its first initiative, the company is proposing “Second Summer clothing,” a product range that combines cool, comfortable styles with an autumnal feel, including combinations of sleeveless garments and layering.
Felissimo announced on 31 August that it would launch the “Second Summer Project” in anticipation of continued heat from September onward. Positioned as a lifestyle proposal for enjoying the prolonged summer positively rather than simply enduring it, the project will focus on developing new fashion products centered on “Second Summer clothing.”
As part of the initiative, the company said it plans to change its catalogue covers to reflect the climate. Until 2023, it began featuring autumn clothing in its August issue, but in 2024 it shifted to short-sleeved styles, and in 2025 it plans to roll out black designs across the catalogue to combine coolness with a fresh look. It also introduced a case in which its autumn issue proposed sleeveless styles and layering, generating sales of 190% versus the previous month.
With “autumn clothing in a summer specification that can be worn coolly for longer” as its concept, Second Summer will offer a lineup of items combining functional and design features, including highly breathable materials, cooling fabrics, and moisture-wicking and quick-drying properties. Examples include a double-breasted jacket made with SUSU fabric, a cooling velour cardigan, and a rugby-shirt dress.
The company identified アクアメント, 神姫バス, ららぽーと甲子園, and フェリシモ チョコレート ミュージアム among its cooperating companies, and explained that it plans to expand the initiative into a broader social movement through a special website, workshops, and promotional giveaways. The initiatives of each organization are introduced in the latter half of the release.