AmazonFWT 2018 S/S | Review of AmazonFWT 2018 S/S
Centered around Shibuya Hikarie and Omotesando Hills as its main venues, “Amazon Fashion Week TOKYO (Amazon FWT hereinafter) 2018 S/S” (hosted by: The Japan Fashion Week Organization, JFWO hereinafter), was held between Oct. 16th (Mon.) ～ 22nd (Sun.), with 55 brands announcing their collection and over 30 related events.
On the first day, it started out glamorously, with Ms. Ai Tominaga, the Official Ambassador of “Amazon Fashion Week TOKYO 2018 S/S” making an appearance and attending the opening ceremony of “DESIGNART 2017”. In addition, with the enlarged and substantiated, ‘Amazon Fashion “AT TOKYO”’, a program of the title sponsor, Amazon Fashion, to provide a global platform for Japanese designers and continued support to the community, and increase in the number of internationally active global brands participating, this term ended in enormous success.
1. Number of visitors
approximately 21,800 people
Participating brands (55 brands)
*The 5 brands of the special program ‘Amazon Fashion “AT TOKYO”’, not included
■JFWO cosponsoring & supporting events
approximately 1,470 people
・Amazon Fashion Week TOKYO×ELLE 「THE PARTY」
・Tweed Run Tokyo 2017 (event contents changed due to heavy rain)
・DESIGNART 2017 Opening event
・TOKYO FASHION AWARD announcement ceremony
・FASHION PRIZE OF TOKYO announcement ceremony
*Over 30 events, including exhibitions, endeavors with the town, cooperation with retail stores, were held as related events. (*As of 12:00, October 22nd)
2. Merits of this term
（1）The upsurge of the event as a whole
During the 7-day term, a total of 55 brands (9 overseas brands, 21 first-time brands) participated, showing a wide spread of participation from globally active brands to new-comers, enabling to once again convey the layer thickness of Japanese fashion. In addition, thanks to the participation of interior shops and/or galleries in the Shibuya/Harajuku/Aoyama area through the cooperation in holding the design/art festival “DESIGNART 2017”, and the cooperative participation of approximately 40 cafés & restaurants in the main venues of Shibuya Hikarie, Omotesando Hills, and surrounding areas as Amazon FWT Official Partners, this term, we have been able to spread acknowledgement of the event wider to the general public, as well as spreading involved areas, giving the event an all the more lively impression.
As a strengthening point in continuation from last season, we have again substantiated contents in which the public can participate, aimed to raise general acknowledgement of this event. Instead of the regular opening reception, the opening event of “DESIGNART 2017” （※）was executed as a JFWO sponsor event, titled “PechaKucha Night” （※）, open to the public, along with sessions (meet-and-greet). Furthermore, in the latter half of the term, on the 20th (Fri.), Amazon Fashion Week TOKYO x ELLE “The Party” was held at a restaurant in Omotesando Hills, one of the main venues, with approximately 200 general guests participating. During the party, MADEMOISELLE YULIA, the designer of GROWING PAINS which presented its collection on the first day, participated in the talk-show and spoke about her collection, thereby bringing fashion week closer to the gathered guests.
（※） PechaKucha Night
An event started in Japan, presently being held at over 1,000 cities around the world, presenting 20 slides in 20 seconds each.
（3）Continued propulsion towards internationalization
・As the 3rd year of Asian Fashion Meets TOKYO, Tokyo has established itself as the HUB of Asia. This season, brands from 2 countries, Thailand and Philippines, has participated. In the Philippines show, a few models selected in the Japanese model scout project “Debutant Model Project” made an appearance, and at the on-the-spot interview after the show, Ms. Ai Tominaga, the Official Ambassador of Amazon FWT, came to offer her support, making this a spot of international exchange and giving it the power of transmission.
・In addition, shows with international backgrounds, such as Fashion Hong Kong, a platform for overseas promotional events established by the Hong Kong Trade Development Council to support Hong Kong fashion designers and labels to be active in global fashion stages, and the first-time participation of Global Fashion Collective presented by VFW from Canada, gathered attention.
・Through aggressive inviting of overseas influencers, buyers, 12 overseas guests (influencers & buyers) visited this term. JETRO, the Ministry of Economy, Trade and Industry, Commerce and Service Group, Cool Japan Policy Division, the TOKYO FASHION AWARD, and TAE ASHIDA, cooperated in the invitation efforts.
（4）Pushing forward designer support
・”TOKYO FASHION AWARD”, which selects and awards Tokyo brands with the potential to be active in international markets, and supports their overseas developments, has entered its 4th year. In addition, a project to select and award 1 brand and support their efforts in making a fashion show style collection announcement in Paris, called the “FASHION PRIZE OF TOKYO”, has been newly established. This is an award which was developed to go one step beyond the TOKYO FASHION AWARD.
（5）Industry support/revitalization themes
・ As a part of “J∞Quality”, a project to certify high quality, high skills of Made in Japan, “J∞Quality 100 Selections”, an exhibition of especially superb products chosen among the already certified products, was held.
・ ”SAVE THE ENERGY PROJECT”, aimed to promote energy conservation awareness through fashion under the cooperation of the Ministry of Economy, Trade and Industry. On October 16th, during “PechaKucha Night”, the opening event of DESIGNART, a presentation of this project was made.
・ The Japan premier showing of the award-winning documentary film, “Slowing Down Fast Fashion”, was held by Campaign for Wool and Hearst Fujingaho Co., Ltd. Through this film, the realities of fashion production around the world and apparel industries were introduced, allowing for an opportunity, not only for people within the industry but also the public to see freely and think about the various problems faced by the industry, such as biodegradability, land-fills, advantages and problems regarding safety, etc.