Today marked the first day of the 2027 S/S season for Rakuten Fashion Week TOKYO (Rakuten FWT) organized by the Japan Fashion Week Organization (JFWO).

Headliner “yoshiokubo” opened the first day (from 2:00 PM)
Shibuya Hikarie, Hikarie Hall, Hall A

Kicking off this season’s events, yoshiokubo surprised guests with an elaborate performance. Upon entering, visitors could not help but notice a tremendous tent constructed right in the center of the venue. A traditional portable dwelling used by Mongolian nomads known as a “ger” was made in the Hikarie venue especially for the event.
Capturing this season’s theme of “Natural Born Nomads,” the brand expanded on their 26AW collection concept of “runners in the city” showcasing everyday yet sharply tailored garments featuring their signature intricate cutting techniques and lightweight, billowy fabrics. The inspiration for the collection came from the designer observing a young man jogging along the Los Angeles coastline. The way he ran so effortlessly without strain, the designer could feel the unbound spirit of a nomad.

Drawstring accents gave the impression of an ethnic feel, though the design choice was not based on any particular ethnic group, but rather an idea conceived two seasons ago now brought to life. Instead of simply weaving, the use of cord stoppers added a unique and ingenious touch. “I think we live in a world where elaborate craftsmanship is needed,” stated designer Kubo. The designs also featured humorous details including a fabric printed with an image of a jogger taken from above, and a “bone” motif play-on-words reference to the theme of Natural “Born” Nomads. The show concluded with a surprise: the pristine snowfield of the white ground was transformed under blacklights, revealing fluorescent footprints scattered across the runway, and designer Kubo making his final appearance with a painted face glowing in fluorescent colors. The image of a modern runner running freely of his own free will brought a powerful sense of energy to the first day of Fashion Week.

Seivson (from 4:00 PM)
Hatoyama Hall

The setting for Seivson’s runway show was the captivating Western-style mansion “Hatoyama Hall,” built almost one hundred years ago during the Taisho era. This season the designer chose the Japanese term “Keibō” as their theme, referring to a woman’s private room. The models could be seen touching up their lipstick or adjusting their clothes while looking in the mirror, evoking a sense of mystery, a private moment that shouldn’t be seen.
The brand’s signature lingerie details had been updated with a more gothic aesthetic than usual. Using black and white as the base colors with pink and beige accents, seeming to depict the transition from young girl to womanhood.

By reconstructing lingerie, the designer created a bold and original silhouette, transforming garments typically supporting a woman’s body from beneath her clothing to an external “exoskeleton.”

A collaboration with Juicy Couture was also included in the collection with a two-piece set, which featured lace detailing on the sides. The piece added a touch of Seivson’s signature sensuality while being perfectly in line with current trends. The partnership was born out of a shared passion for “velvet”—a material both brands excel at working with.

By blurring the line between “outfits meant to impress others” and “outfits that make you feel good,” the Seivson Girls were invincibly cute and unbothered by the opinions of others.

WHiTENOOK (from 5:30 PM)
Shibuya Hikarie, Hikarie Hall, Hall B

WHiTENOOK, a brand helmed by Su Xin, participated in Rakuten FWT for the first time in an official designer show. Previously, the brand participated in the “China Fashion Week Recommendation Show” following a recommendation from the China International Fashion Week Organizing Committee.

Now in its fourth season since the brand’s launch, this season’s theme was “FUSION.” The collection began with clean-cut garments that highlighted the beauty of natural materials—a signature of the brand—and gradually shifted into denim fabrics along with deeper colors.

Since using various techniques allows us to better appreciate the various expressions of a fabric, the designer focused on denim this time. A gradient effect was created through transitions from denim to organza, with hints of blue denim peeking out from black suit fabric—highlighting the appeal of denim in an indirect way through a minimalist approach stripped of excess.

Regarding future prospects, Designer Su stated, “I hope to expand my business in Japan.” With his participation in this Fashion Week as a springboard, the designer is sure to make a name for himself in Japan.

The “RUN x ANDAM FASHION AWARDS PARIS” showroom is currently open at 8/COURT on the 8th floor of Shibuya Hikarie (August 31st – September 2nd)

JFWO and WSN will strengthen their partnership in an effort to promote exchange between the fashion industries of Japan and Europe. Today, Frédéric Maus, CEO of WSN, and Hiroshi Komoda, Executive Director of JFWO, held a press conference to announce their future initiatives. Mr. Maus commented, “Japanese culture is gaining attention in France as well, so I am looking forward to our future initiatives.” For more details, please visit the news page on our official website.
The “RUN x ANDAM FASHION AWARDS PARIS” showroom has been set up once again at 8/COURT on the 8th floor of Shibuya Hikarie, featuring seven brands, including two that will present their collections during this Fashion Week. All the designers from the participating brands will be visiting Japan during the event, so you won’t want to miss this opportunity to communicate with up-and-coming European designers.

[Participating Brands]
SONIA CARRASCO （9/3 RUNWAY SHOW）
ANTHONY CALYDON （9/4 PRESENTATION SHOW）
STUDIO MARTINI
BERBEC CORP
LUCIE NÉOUZE
SILPA
TERJE VINCENTZ

“Fashion Week in Color: A Live Illustration Experience” event being held to share the joy of live illustration

An exhibition and live illustration event is being held featuring Elodie Burette, a French illustrator and fashion designer based in Tokyo. After working for various brands including Balenciaga, Dior, and Tory Burch, Burette went on to work as a designer for the Beautiful People brand in Tokyo. She currently teaches fashion at ESMOD Tokyo.

The venue will showcase works inspired by fashion, street style, portraiture, and more. Live illustration sessions will also be held during the event, where you can have your portrait drawn on the spot and receive it as a gift right after. Make your memories of Fashion Week into something to last a lifetime.

Shibuya Hikarie Street Snap Project “SHIBUYA FASHION STYLE”

An official photo shoot open to the public is currently underway at the Event Square on the first floor of Shibuya Hikarie, featuring a backdrop designed by “RequaL≡ (Recall),” one of this season’s participating brands. During the event, renowned photographer Mitograph will be joining again this season to take photos. Some of the photos taken will be featured on in-building digital signage and on the Rakuten FWT official Instagram Stories, among other platforms.

Additionally, anyone who participates in the photo shoot will receive an original fan as a gift. Please feel free to stop for a photo when you’re passing through.

Opening Gathering Event

Following the yoshiokubo show which kicked off Fashion Week, a gathering was held to facilitate networking among all attendees, including international guests.

In the foyer, Tetsuhiro Asaba and Takuma Suzuki, bartenders from the modern cocktail bar Newjack in Yokohama, spread the celebratory mood of the start of Fashion Week by serving cocktails made with this season’s official partner, the London Dry Gin “Silent Pool Gin.”

The official venue for Rakuten FWT 2027 S/S is Shibuya Hikarie

This season’s official venue is Shibuya Hikarie. On the 2nd-floor concourse, you’ll be able to see a slideshow of all the photos taken as part of the Shibuya Hikarie Street Snap project “SHIBUYA FASHION STYLE,” so be sure to check it out when you’re passing by. In the foyer of Hikarie Hall A/B at Shibuya Hikarie, drinks will be served after the show.

Winners of the 44th Mainichi Fashion Awards Announced

The winners of the 44th Mainichi Fashion Awards were announced today. Yusuke Takahashi, designer at CFCL, was selected for the Grand Prize, and Terumasa Nakajima, designer at TELMA, was selected for the Newcomer Award. Mr. Takahashi had previously been selected as the winner of the FASHION PRIZE OF TOKYO in 2023, and Mr. Nakajima was previously the recipient of the JFW NEXT BRAND AWARD in 2025. The awards ceremony celebration will be held on Tuesday, October 20th. Additionally, TELMA is scheduled to present its 2027 S/S collection on Thursday, September 10th.