Tokyo Fashion Week: Expanding Local Designers’ Horizons Beyond Japan
The recent conclusion of Rakuten Fashion Week Tokyo (FWT) for the SS24 season showcased its commitment to fostering global connections while uplifting the domestic fashion sector. With the conclusion of one edition, there’s immediate anticipation for the future of FWT.
Many Asian designers, who constitute a significant portion of FWT’s line-up, view the event as an avenue to gauge the current market landscape. The emphasis on international ties during the fashion week has prompted them to envision horizons beyond Japan. Rakuten’s dedication to inclusivity was evident this year, with local designers showcased alongside a growing number of international brands, aiming to elevate brand visibility.
Joining FWT for many designers is rooted in amplifying their brand to a broader audience. This sentiment resonated with Dressedundressed creators, Emiko Sato and Takeshi Kitazawa.
They concluded the fashion week with their show, themed “Self-portrait”, which leveraged digital imagery to present reflective views of models on a highlighted runway. Since their FWT debut in the autumn/winter of 2012, their primary objective has been to share their brand’s ethos with a larger crowd. “Consistent presentations of our work are crucial for us,” they remarked during an interaction with FashionUnited.
This dedication has unlocked numerous collaborative opportunities for Dressed Undressed, both within Japan and abroad, aiding its global progression. Similar success stories echo among other FWT designers, like Yohiei Ohno, who has witnessed an uptick in international engagements.
Moreover, Taiwanese brand Seivson, established by designer Shen Ziqin Jill and artist Song Miqin, has progressively tapped into the Japanese market via FWT. Currently, around 5% of their clientele is Japanese. Their SS24 collection focused on revamping office wear, emphasizing the allure of the professional woman.
Jill highlighted that Japanese consumers tend to gravitate towards premium designer products more than their Taiwanese counterparts. Thus, Seivson’s journey has revolved around harmonizing pricing with design. This balancing act seems to be paying off. A recent pop-up at Tokyo’s Isetan department store witnessed Seivson registering the highest sales among all participating brands, emphasizing Tokyo’s significance to the brand.
Reflecting on Tokyo’s fashion landscape, Jill observed, “Tokyo, steeped in rich culture and an unwavering dedication to craftsmanship, is unmatched. Brands here enjoy substantial acclaim, backed by a unique set of style aficionados. This fashion-conscious city, arguably Asia’s fashion capital, ensures traditional values coexist with modernity. Venturing here, I aspire to cater to this market with my unique designs, confident that they’ll resonate and aid our growth.”