Fashion Week Tokyo a Great Success

The Mercedes-Benz Fashion Week Tokyo 2015, using Shibuya Hikarie as the main hall, was held between Oct. 13th-19th, with a total of 24,100 people visiting both the sponsored and cosponsored events held during this term, ended in great success.

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Mercedes-Benz Fashion Week Tokyo 2015

An opening reception was held on the first day, and as a special content, the movie 'The Runway Of Hanae Mori', was announced, with Hanae Mori herself making an appearance. In the collection, a total of 48 brands announced their new collection, including 4 overseas brands.

The opening

As an international designer, Hanae Mori's new line 'Hanae Mori designed by Yu Amatsu, honored the opening of the event. With Yu Amatsu being newly appointed as the designer of the new brand, the event gathered attention. To the opening show and reception of the Fashion Week, Tilda Swinton, Mercedes-Benz global key-visual model, and designer, Haider Ackermann, made an appearance. To the opening show, Jarah Mariano made an appearance, wearing a dress from the latest collection.

Designer support

The realization of Tokyo New Age, a new style designer support program. Instead of the traditional show-style, young creators were given a space to express themselves at the court on the 8th floor of the main hall, and also a chance to show their collection in a street fashion show style showing, during the Shibuya Fashion Week. In cooperation with Tokyo prefecture, the ‘Tokyo Fashion Award’ winners were announced and awarded, during the event. With this, a program to select promising young designers, has been newly created.

B to C events

6 brands participated in 'VersusTokyo' 2015 S/S. On the last day, it stirred up much excitement as a B to C event. Among the 6 participating brands, 4 brands participated for the first time, thereby creating an increase of attention and interest.

Overseas dispatch

In addition to international celebrities such as Tilda Swinton and HaiderAckermann, powerful influencers came to Japan to visit the event (including, Nick Wooster, Tommy Ton, Phil Oh). Also, among international brands, House of Holland held their first show in Japan, and gathered much attention. Although originating overseas, the notability of Tweed Run Tokyo has risen in Japan, and year-by-year, both participants and interview requests have increased. Starting this October, AFP has become an official media partner, thereby strengthening overseas dispatch of the event.

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