RakutenFWT 2024 S/S | all over flash report
“Rakuten Fashion Week TOKYO (hereinafter indicated as Rakuten FWT) 2024 S/S” (governing body: Japan Fashion Week Organization, hereinafter indicated as JFWO), was held mainly at the official venues of Shibuya Hikarie and Omotesando Hills, between August 28th (Mon.) ~ September 2nd (Sat.), with shows and installations by a total of 50 brands, including physical shows by 35 brands, digital presentations by 15 brands (of which, 13 brands were first-time participants, and 7 brands were overseas participants).
List of brands participating in the “Rakuten Fashion Week TOKYO 2024 S/S” season
35 brands giving physical presentations (order of presentation)● = first-time participants
1, KANAKO SAKAI(●)
2, NaNo Art(●)
7, Wilsonkaki(●) ※HK
8, pays des fées
9, EJ SHEYANG (●)
10, el conductorH
16, Global Fashion Collective ※CA
17, MITSURU OKAZAKI
19, BENCH/ PRESENTS TERNOCON ※PH
21, (X)S.M.L ※ID
23, Seivson ※TW
25, A BATHING APE® (by R) (●)
26, PH MODE x TYO by MFF (Manila Fashion Festival) ※PH
27, IRENSENSE(●) ※TW
28, support surface
31, SEVEN BY SEVEN(●)
32, ablankpage. X Royal Thai Embassy Tokyo/ AS YEARS GOES BYS. “ablankpage. X EDWIN X NISHIKAWA KEORI”
33, YOHEI OHNO
34, 1PIU1UGUALE3 GOLF
15 brands giving digital presentations (in order of presentation)● = first-time participants
4, MAISON ALTERNATIVE
6, HIROKO KOSHINO
8, HOLO MARKET
A BATHING APE® Presented their very first runway show at Tokyo Commemorating their 30th anniversary
This season again, “by R”, a project of the title sponsor, RAKUTEN GROUP, INC., to support Japanese fashion brands, was carried out. “A BATHING APE®” presented their very first runway show in Tokyo in commemoration of their 30th anniversary, which was streamed real-time live on Rakuten Fashion. It was a grand show befitting the brand which has been symbolic of street fashion since its launch.
Courtesy of brand
“OPEN, FASHION WEEK” has been established as the year-round annual theme of fashion week Tokyo. To create a fashion week with an air of being widely open, on August 25th (Fri.), prior to the event, pre-events and a key visual event was held, not only to broaden acknowledgement, but also aimed at making this a fashion week in which all people are welcome. Such pre-events made the season one in which people enjoyed interacting from before the term started.
The 2024 S/S season basked in a mood of openness Brands giving physical presentations
The 2024 S/S season being the first term held after all restrictions of the corona pandemic had been lifted, many brands carried out physical presentations, not only at Official venues, but at a variety of locations around Tokyo. Befitting the “OPEN, FASHION WEEK” theme, collection presentations overflowing with a sense of openness and diversity were held.
HARUNOBUMURATA Tokyo National Museum, GalleryofHoryujiTreasures
MURRAL JapanNationalStadium, Gaiengateside2Fterrace
Courtesy of brand
Brands participating from overseas
From overseas, 7 brands, including 2 first-time participants, presented shows. Presented were collections each rich in originality, such as collections with a native costume theme, brands gathering attention in Asia, etc.
BENCH/ PRESENTS TERNOCON (Philippines)
PH MODE x TYO by MFF (Philippines)
Global Fashion Collective (Canada)
Wilsonkaki (Hong Kong)
Brands giving digital presentations
Including 3 first-time participants, a total of 15 brands presented individual collections in ways uniquely applying to digital.
Brands participating for the first time
Including 2 from overseas, a total 13 brands gave collection presentations shining with individuality, despite being their first time to participate.
SEVEN BY SEVEN
Merits of the 2024S/S season
August28th “NEXTBRANDAWARD 2024”awardceremony&openingceremony
After the show of “KANAKO SAKAI”, grand prix award-winning brand of “JFW NEXT BRAND AWARD 2024”, the physical division of the brand support program hosted by JFWO, an opening ceremony was held, along with an awarding. JFWO Secretary-General awarded the designer, Kanako Sakai with a trophy, and with the Official Sake “Dassai” in hand, the opening of the fashion week was celebrated with a toast by Mr. Kazuhiro Sakurai, CEO of Asahi Shuzo Co., Ltd., the Official Sponsor.
Left: “KANAKO SAKAI” designer, Kanako Sakai
Right: JFWO Secretary-General, Hiroshi Komoda
August 25th Pre-event Rakuten FWT 2024 S/S “OPEN”ING PARTY PART I
In collaboration with “FREUDE by BMW – THE GARDEN”, a POP-UP exhibition of BMW presently being held at “OMOTESANDO CROSSING PARK”, an open-air, outdoor space at the Omotesando crossing, a party open to all befitting the 2024 S/S theme of “OPEN, FASHION WEEK” was held. At the venue, held was an awarding ceremony event announcing the award-winning designer of the “FASHION PRIZE OF TOKYO”, a project to generate and promote fashion designers with the prospect to be globally active, along with an open to all special exhibition of the award-winning designer, Mr. Shinpei Goto (brand: M A S U).
Right: Award-winning brand “M A S U” designer, Shinpei Goto
August 25th Pre-event Rakuten FWT 2024 S/S “OPEN”ING PARTY PART II
At the other venue of WALL&WALL, a variety of fun, including an activity corner at which guests could experience “AI PUBLIC ART” utilizing the generative AI program to change a portrait photograph of any individual into the “OPEN, FASHION WEEK” season key visual 3DCG model, along with appearance/performances by next generation DJs blowing up the club scenes with their individuality, such as KatimiAI, nasthug, SAMO. The party being open to all, a heap of guests gathered to invigorate the pre-event.
August 14th (Mon.)~18th (Fri.) 2024 S/S Key visual exhibit, “Generative AI and Opening”
The Rakuten FWT 2024 S/S season key visual was not simply a visual to look at, but developed as a tool opened to all, linked with digital/real events.
As an introductory step, a media/art exhibit, the “Generative AI and Opening”, was held prior to the term, from August 14th was held. “AI PUBLIC ART”, the cooperative digital art between people and AI introduced above, an industry-first effort in “turning people into an eight-head figure fashion model by generative AI”, was introduced prior to the event term. Furthermore, creators involved in its creation, including the Art Director, Motoko Marui, gathered at the venue for a talk session, to talk about the creative process, feelings behind the creation, etc.
( 2 ) Brand support
JFW NEXT BRAND AWARD 2024
“KANAKO SAKAI”, grand prix award-winning brand of the “JFW NEXT BRAND AWARD 2024”, the physical division of the brand support program hosted by JFWO which started in the 2023 S/S season, presented a runway show at the Official venue of Shibuya Hikarie, at 13:00~ on August 28th (Mon.). Under the theme of “wearing freedom”, the spirituality of the brand, their attitude towards the world was expressed throughout the show.
Left photo: JFW NEXT BRAND AWARD 2024 Judges left to right: The Yomiuri Shimbun Tokyo Headquarters, marie claire division, marie claire Chief Editor, Katsuto Tai / INFAS PUBLICATION, INC. WWD JAPAN, Writer, Tasuku Minoshima / The Mainichi Newspaper Co., Ltd., Liberal Arts Department, Journalist, Yuri Hirabayashi / 『Chika Kisada』 Designer, Chika Kisada / 『SULVAM』 Designer, Teppei Fujita / MATOIPUBLISHING “QUOTATION”, Editor, Kiwamu Sekiguchi
This program is aimed at the nurturing and supporting of new talents with the potential to excel in the fashion industry globally, through the mission of “create designers from Japan to the world” which JFWO shoulders, and the award-winner will continue to receive support through the year, towards the next 24AW season, scheduled to be held this upcoming March.
Furthermore, at CUBE on 8F of Shibuya Hikarie, a special exhibition, the “JFW NEXT BRAND AWARD 2024 EXHIBITION”, introducing works of “KANAKO SAKAI” and the Special Recognition Award winner, “fluss”, was held for three days, between August 28th (Mon.) ~ August 30th (Wed.).
Event to announce the award-winner of “FASHION PRIZE OF TOKYO” 2024
The announcement event to celebrate the award-winning designer of the “FASHION PRIZE OF TOKYO”, a project to generate and promote fashion designers with the prospect to be globally active, was held on August 25th (Fri.), at the “OPEN”ING PARTY, as introduced earlier (hosted by: Tokyo Metropolitan Government and JFWO). To raise international recognition, the award-winning brand will present a show event at Paris, in January 2024 (or March) and June (or October). Furthermore, a triumphant return event is scheduled to be held at the upcoming Rakuten Fashion Week TOKYO 24 A/W, to be held in March 2024.
The 6th “FASHION PRIZE OF TOKYO” Award-Winner
Designer: SHINPEI GOTO
Brand name: M A S U
Event to announce the award-winners of the 9th “TOKYO FASHION AWARD 2024”
The announcement ceremony for the award-winning designers of the 9th “TOKYO FASHION AWARD”, a fashion award hosted by the Tokyo Metropolitan Government and JFWO, aimed at supporting fashion designers based in Tokyo to leap out and broaden business on a global field, was held. As support to the award-winning brands, business matching at an individually held showroom of this project in Paris, the “showroom.tokyo” this year, and triumphant return events at the upcoming Rakuten Fashion Week TOKYO 2024 A/W, scheduled to be held in March 2024, will be carried out.
The 9th “TOKYO FASHION AWARD”
Designers receiving support for the Paris Men’s Fashion Week term
Kazuho Arai/Tsukasa Takabayashi (FAF) Kota Gushiken (Kota Gushiken)
Shinya Kozuka/Shimpei Kajiura (SHINYAKOZUKA) Soshi Otsuki (SOSHIOTSUKI)
The 9th “TOKYO FASHION AWARD”
Designers receiving support for the Paris Women’s Fashion Week term
anna choi (HAENGNAE)
Takuya Isagawa (mister it.) Misa Takeuchi (PHOTOCOPIEU)
Daisuke Tanaka (tanakadaisuke)
In alphabetical order of brand name
Photo front row, left to right: anna choi (HAENGNAE), Takuya Isagawa (mister it), Misa Takeuchi (PHOTOCOPIEU), Daisuke Tanaka (tanakadaisuke) / Photo back row, left to right: Kazuho Arai (FAF), Tsukasa Takabayashi (FAF), Kota Gushiken (Kota Gushiken), Shimpei Kajiura (SHINYAKOZUKA), Soshi Otsuki (SOSHIOTSUKI)
In alphabetical order of brand name
Live streaming / releasing on YOUTUBE
This season again in 24 S/S, presentation contents of all participants are announced in the Official WEB site（ https://rakutenfashionweektokyo.com/jp/）, and for those brands giving a physical presentation and willing, their presentation was streamed live. All archive movies can be seen at the below YouTube, at all times.
Carrying out of the 2024S/S season key visual and related events (LP、AI generative)
In accordance to the theme of “OPEN, FASHION WEEK”, the 2024 S/S season key visual expresses “OPEN”.
It was a first-time of a full 3DCG(※) effort for fashion week.
(※)full 3DCG:: An expressive method of computer graphics (CG), drawn in 3-dimensionally.
In addition, in order to create a key visual that is not just something to look at but also linked to various measures, planners, art directors, digital fashion designers, media artists, CG creators, AI specialists, and other creators active in diverse genres transcended the boundaries and gathered for the production of this visual.
・ Producing a special site for the 2024 S/S KV (season LP)
A special site has been created to release information on the key visual, various projects and information of 2024 S/S season. In its PC version, by utilizing infinite scroll, a powerful worldview of the 3DCG key visual model walking towards you has been expressed.
・Releasing of the key visual movie
Story behind the visual: “People walking along an open desert runway. Suddenly, an incarnation, “AEON (latin word meaning “eternity”)” appears. As if to break down the wall of conventional common sense, “AEON” leads the way towards the next generation, and people follow. They walk towards an OPEN world beyond.” To express this story, a movie has been released along with the visual.
Art Director :Motoko Marui
Digital Fashion Designer (Main Models): Yoshitomo Ito / Chie Tsukagoshi (Déraciné)
CG Lead Designer: Takashi Fujimoto (OBF TOKYO)
Creator: TAKURO KAWASHIMA (NOLL inc.)
DTP Designer: Akihisa Arakawa (TCcreative.inc) / FUJITA TAKAYUKI (NMCOC888))
Creative Project Manager: Yuta Shimizu
Producer/Planner/Creative Director: Takahisa Sunaoshi (STEKKEY) and others
・ Carrying out of the key visual art, “AI PUBLIC ART”
This season, as a tool to have as many people as possible have fun with it, “AI PUBLIC ART” was developed and carried out at the season LP, from before and through the duration of the whole term, as an open, new fashion experience that can be enjoyed by all, of being transformed into the eight-head model of the key visual. The generated visual could be shared on SNS, and everyone could upload and participate in the “AI PUBLIC ART” gallery, freely. Leaflets and posters with QR codes connecting to the sight were placed at Official venues, to have all the guests visiting the venue experience it also.
Carrying out of digital projects, “RUNWAY WATCHERS” and “MY RUNWAY”
In this 24 S/S season, carried out was “RUNWAY WATCHERS”, a new project in which a group of fashion-loving, fashionable influencers have toured the collections to transmit their impression of shows, the excitement, from an individual point of view, mainly in SNS. Their stylings with a sense of unity also gathered attention at each venue, enlivening the whole fashion week. In addition, the “MY RUNWAY” project in which the street photographer mitograph goes around shooting snaps of show atmospheres at physical venues and its guests, was also carried out again, in continuance from last season.
Worldviews of each collection venue, SNAPS of guests were also released on the Rakuten FWT Official SNS account.
SDGs event “Piece de mirai – Revalue Fashion Project –”
As part 2 of the “Denim de mirai” event held as a related event of Rakuten FWT in the 2022 S/S and A/W seasons, the “Piece de mirai – Revalue Fashion Project –” was held at the Official venue of Shibuya Hikarie, 8F, 8/COURT.
In addition to used-stock
“Generative AI and the future of fashion #2”
As a special related event of the “Rakuten FWT 2024 S/S” season, “Generative AI and the future of fashion” was held, in cooperation with OpenFashion, a company involved in developing services/products multiplied by the latest in technology starting with fashion and AI, the Japan Fashion Week Organization (JFWO), and the Council of Fashion Designers, Tokyo (CFD). In part 3 of the event, JFWO Secretary-General, Hiroshi Komoda, joined Mr. Toru Ueda, CEO of OpenFashion, and Mr. Masahiro Kubo, Chairperson of CFD, to exchange opinions on merits and demerits of technological advances in the fashion industry, literacies and guidelines needed in the future, etc.
I am B TOKYO
“I am B TOKYO”, a joint exhibit of brands curated by AMBIENT, Inc., was held in the later half of the event, between August 31st (Thus.) ~ September 2nd (Sat.), at Shibuya Hikarie 8F, 8/COURT and CUBE 1, 2, 3. Young, budding brands gathering attention, not only from Japan, but of Asia, were exhibited.
( 6 )Sampling hand-outs to guest by sponsors/co-sponsor
At the Official venues (Shibuya Hikarie / Omotesando Hills), at the opening ceremony, after shows, the Official sake “Dassai” and new carbonated water was handed out to be enjoyed widely by guests present. Other products, such as heavily talked about Red Bull, nano bubble Oxygen Water “NOW U”, plant derived drink of fermented tea “KOMBUCHA”, diet support supplement which helps bring about elimination of constipation by the powers of activated carbon and sake lees “BLACK FIBER”, were also handed out.
As in the previous season, again in the 2024 S/S season, the ratio of physical shows have increased to approximately 70%, and under the theme of “OPEN, FASHION WEEK”, this season turned out to be a fashion week in which further “open”ness could be felt. In addition, for the first time since the pandemic, a variety of parties and events in which the general public could participate were carried out. We intend to enliven the event even more in future seasons to come.
The next “Rakuten Fashion Week TOKYO 2024 A/W” is scheduled to be held between March 11th (Mon.), 2024 ~ March 16th (Sat.). We ask for your continued attention and cooperation towards Rakuten Fashion Week TOKYO.
※With the exception of some photographs, the rest are all ©JFWO.