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Sandra Halliday Published
May 11, 2025
Carolina Castiglioni and Cynthia Vilchez Castiglioni both have their eyes on growth in Japan through their respective Plan C womenswear and Aliita jewellery brands and have linked up with Bluebell Group to grow in that country.
The two, who are the entrepreneurial daughter and daughter-in-law of Marni’s founders, see Japan as a key for their labels.
Plan C’s Japanese drive will start in August at Isetan’s Shinjuku in Tokyo and Umeda Hankyu in Osaka. And this will be followed by the opening of a flagship store in Tokyo.
The upscale womenswear and accessories label is known for its use of striking colours and bold prints as well as its blending of feminine and masculine design elements and its collections that transcend seasons.
Its new partner is a major player in the Asian market, operating 150 brands across the continent. In Japan alone, it manages more than 50 global brands and will now add Plan C to these, managing its overall presence including local marketing activation and omnichannel operations.
Carolina Castiglioni, who’s Plan C’s CEO as well as its creative chief, said that Japan is “a key strategic market” for it. And through this partnership the brand will “consolidate and develop its presence by maintaining very high standards of image and service and strengthen its positioning thanks to new monobrand store openings, communication and marketing activities, aimed at increasing the awareness of the brand within the market”.
Bluebell president Serge Grebert added that the company expects Plan C’s “quality garments and edgy designs will be highly appreciated by our sophisticated Japanese customers. The idea of a long-lasting wardrobe which mixes utility and tailoring is a unique trait that we will share with Japanese women to raise awareness of the brand”.
Meanwhile, Aliita and Bluebell are also looking to add to the jewellery label’s Japanese presence and it will be available in Plan C locations.
Mixing “sophisticated designs that blend refined style with playful touches”, the eight-year-old brand is also known for its environmental and social commitment.
As with Plan C, Bluebell will handle all aspects of its presence in the Japanese market.