Amazon Tokyo Fashion week launched with digital B to C approach

By

Kanako NISHIO

Published
Mar 20, 2017

Tokyo Fashion Week kicked off this Monday, in a busy season which will star Ujoh, who graced Giorgio Armani’s Teatro in Milan last year, and Teppei Fujita, a LVMH Prize semi-finalist.

The shows, which debuted on Monday and will run until 25 March, are scattered in various locals throughout the Japanese capital. Sponsored by Amazon since last season, it presents the AW17-18 collections of 53 brands with a distinct focus on B to C approach, notably including collaborations with the Amazon Fashion website.

Globally-known Japanese labels like Comme des Garçons, Yohji Yamamoto, Issey Miyake and Sacai skip Tokyo, preparing to show in the world’s pre-eminent fashion capital, Paris. Nonetheless, a new generation of Japanese designers are already making their mark worldwide. 

Ujoh, who was chosen by the Italian master to show in the Tadao Ando-designed Armani/Teatro during Milan Fashion Week in February last year, presents its latest collection on Monday.  Chosen as semi-finalists of LVMH Young Fashion Designers Prize this year, Teppei Fujita will showcase a runway collection for his label Sulvam on the last day. Fujita was also invited at Pitti Uomo in January last year.

Moreover, among 17 new brands, heritage-inspired brand Hyke participates for the first time with an installation. Hyke is developing globally with capsule collections in collaboration with Adidas Originals and Mackintosh. There are also 7 international faces coming mainly from Asia, with designers flying in from Thailand, Vietnam and Indonesia.
 
The event, hosted by The Japan Fashion Week Organization (JFW Organization), is now entitled Amazon Fashion Week Tokyo after its title-sponsor change from Mercedes-Benz last year in June. This March, it announced its concept of “open Fashion Week,” where customers are directly invited to shows and other events, as the  JFW Organization aims to take advantage of Amazon’s large distribution network to create a direct relationship with customers during Fashion Week.

A new program to promote Tokyo fashion, “At Tokyo,” in collaboration with Amazon Fashion, also launched last week with the opening of the "At Tokyo Store” corner on Amazon Japan. During the week, the page will also retail runway collections of three Tokyo designers: Growing Pains, Bedwin & The Heartbreakers, and House_Commune.  It also features a “My Amazon” page, which will present products curated by influencers.
 
Continuing its B to C approach, Amazon Tokyo Fashion Week collaborated with “Tokyo Box vol.Zero”, a runway show event to involve customers. This includes some “see-now buy-now” collections, just before the opening of the Fashion Week.