The upcoming Rakuten Fashion Week Tokyo, scheduled for September 2-3, will see the Japan Fashion Week Organization (JFWO) continue its internationalization efforts. The event will continue under its current concept, “Open, Fashion Week,” for the SS25 season. This theme aims to improve fashion week itself by promoting Tokyo’s local fashion scene to a larger audience.
This is mirrored in the theme that was selected for this edition, “Fashion Fanfare,” which is already represented visually in images that, according to the organizers, aim to “capture a playful nature and the anticipation for the start of fashion week.” In order to capture the idea of “expressing the joy of freedom to dress in your own style,” the campaign blends cross-seasonal outfits with products from collaborating manufacturers.
33 brands in all will be featured on the calendar; 26 of them will have live events and concerts, while the remaining six are new additions to the lineup. In addition, seven international labels have been chosen to take part this year, including the House of Mua Mua, based in Bali, and a group of Filipino designers working together with the Manila Fashion Festival. The latter, listed on the agenda as “Ph Mode x TYO by MFF,” is a collaboration with Japan’s Stylem in which a number of Filipino designers will use supplies from the fabric trading company to develop a collection for their showcase.
As usual, two businesses will have honorary positions on the schedule as part of competitive campaigns intended to strengthen regional brands internationally. This year’s recognized brand for Rakuten’s “by R” project, which has previously elected Bape and Marimekko, is Sulvam, according to the fashion week sponsor.
Rakuten said that it will honor Sulvam’s milestone year with a show to unveil its recently introduced women’s line, marking ten years since designer Teppei Fujita founded the company. As part of Rakuten FWT’s deeper ties to the French capital’s own event, the nomination will also see Sulvam included in the official program of Paris Fashion Week SS25, where it expects to gain a more stable footing among a global audience. Rakuten will provide additional support for the Sulvam welcome extravaganza, which will commemorate the opening of the brand’s flagship store in Paris.
Telma, a womenswear company owned by Terumasa Nakajima, is another local brand that is becoming more well-known this season. As one of the select few to win the JFWO’s Next Company Award Grand Prix, Telma will host an opening runway show to commence fashion week. Here, at the event’s official location in Shibuya Hikarie, Nakajima will present a selection from his most recent SS25 collection.
“Telma was launched during COVID uncertainty, but it was founded on believing once again in the power of clothing and craftsmanship,” Nakajima said in a statement. I’m always in awe of the sincere attitude and enthusiasm of everyone involved in its manufacturing, as well as the wisdom and traditional methods that have been passed down through the years in the various parts of Japan. I would like to take this opportunity to thank JFW and the committee for honoring Telma as this year’s “JFW Next Brand Award” and to convey my sincere gratitude to everyone who has supported the brand.
Regarding Rakuten FWT, another event to take place during fashion week is the Mainichi Fashion Awards, which are sponsored by the Ministry of Economic, Trade, and Industry and organized by the Japanese newspaper Mainichi Shimbun. The 42nd Mainichi Fashion Awards will take place on September 2, marking the publication’s 110th anniversary and honoring the fashion industry’s contributions to the advancement of culture.
As part of Rakuten FWT’s official agenda, a runway event organized in partnership with Marronnier College of Fashion Design on September 7 will showcase extra youth-oriented initiatives. According to a news release, each student at the school will showcase one piece of work with the subject “Art of Passion,” exhibiting their “individualist and youthful talent.”
