Rakuten Fashion Week TOKYO (Rakuten FWT) 2025 S/S (hosted by the Japan Fashion Week Organization (JFWO)) was held from September 2nd (Mon.) to September 7th (Sat.) with most events taking place at the main venue, Shibuya Hikarie. During the event period, shows and installations were held by 33 brands, of which 26 presented physical exhibitions and 7 presented digitally (of which 6 brands participated for their very first time and 7 brands came from overseas).
 

Rakuten Fashion Week TOKYO 2025 S/S Participating Brands

 
26 Physical Presentation Brands (In order of appearance)
● Brands presenting for the first time　　
 
1, TELMA (●)
2, HOUSE of MUAMUA (●)　※ITA
3, HIDESIGN
4, PH MODE x TYO by MFF (Manila Fashion Festival)　※PHL
5, MITSURU OKAZAKI
6, SHINYAKOZUKA
7, Global Fashion Collective　※CAN
8, 52tenbo+ (●)
9, KAMIYA
10, WILDFRÄULEIN
11, FETICO
12, Seivson　※TWN
13, MARCUS COVINGTON (●)
14, BALMUNG
15, yoshiokubo
16, O0u (●)
17, pillings／ピリングス
18, WISHARAWISH　※THA
19, YUEQI QI　※CHN
20, HEōS
21, VIVIANO
22, support surface
23, Chika Kisada
24, sulvam（byR）
25, MURRAL
26, anrealage homme
 
7 Digital Presentation Brands (In order of appearance)
● Brands presenting for the first time　　　
 
1, Wilsonkaki　※HKG
2, meagratia
3, mintdesigns
4, Keiko Nishiyama (●)
5, HYKE
6, WIZZARD
7, 六舞宴｜ROKUBUEN
 

by R
sulvamCelebrates Their 10th Anniversary With a Show at Bunka Fashion College

 
The title sponsor of the event, Rakuten Group, Inc. (Rakuten), has continued implementing the “by R” project to empower the fashion scene in Japan. To celebrate their 10th anniversary, sulvam held its first runway show in three years at this season’s Rakuten FWT. The venue chosen for the show was Bunka Fashion College, designer Teppei Fujita’s alma mater. This year, six students had the chance to participate in the creation of three showpieces.
 
The runway held for industry professionals was preceded by an exclusive runway that featured students from Bunka Fashion College. In a metaphorical “baton pass to the future,” sulvam showing at the place where his journey as a designer began along with students was a full circle moment that touched the hearts of members of the industry and the students who will carry the fashion industry in the future. This season also featured the women’s line that was launched last year. As of yesterday September 9th (Mon.), limited edition “by R” products have been available on Rakuten’s fashion shopping site “Rakuten Fashion” for purchase.
 
https://brandavenue.rakuten.co.jp/contents/fashionweek/trend/2025ss002/?scid=we_ich_byr25ss_0903_jfw
 

 
Just as was done last season, this year’s event also featured content that was open to public participation, including an anniversary event for the TOKYO FASHION AWARD, which celebrated its 10th anniversary, as well as an exhibition by the JFW NEXT BRAND AWARD 2025 Grand Prix-winning brand. Efforts to convey the fun of Fashion Week to the general public through social networking services were also stepped up. It was a season of great excitement that welcomed many visitors to enjoy and participate.
 

Rediscovering the Fun of Fashion During the 2025 S/S Season

Physical Presentation Brands

 
This season’s showcases of all the latest and greatest creations followed the concept of “FASHION FANFARE.”  As a fashion week organized to discover the “fun” and “emotion” of fashion, there were a variety of different brands that each presented their unique charms. The physical presentations were held at various venues, with the official venue, Shibuya Hikarie, being the center of the event.
 

anrealage homme
(9/7 19:00〜) Prince Chichibu Memorial Rugby Stadium

 
Closing out the final day of the runway shows, anrealage homme’s second exhibition during the event presented in a long aisle at the Prince Chichibu Memorial Rugby Stadium. Having collaborated with the stylist “TEPPEI,” the collection drew reference from TEPPEI’s immense vintage clothing collection. Fellow designer Kunihiko Morinaga commented, “If anrealage is looking to the future, homme must be looking to the past.” The “FRIENDS” knitwear collection was specifically inspired by vintage knitwear of the 80’s, featuring an abundance of appliques designed with a sense of nostalgia. The background music used for the show, “Aozora (Blue Sky)” by THE BLUE HEARTS, was chosen as it not only captured the core theme of the collection: a “sentimental young boy’s heart,” but was also a direct reference to the blue sky image featured in the collection’s knitwear. After the runway show, Mr. Morinaga reflected on the collection with a serene expression, “When I was a little boy and I first heard the song, the impact was amazing. It taught me that the you could change the world by changing your heart. I wanted to create a collection based on that.”
 

yoshiokubo＿Lumine the Yoshimoto

Chika Kisada＿THE FACE DAIKANYAMA

MURRAL＿POLA Aoyama Building

VIVIANO＿Count Ogasawara Residence

SHINYAKOZUKA＿National Stadium Athletes’ Ramp

Pillings＿Science Museum

KAMIYA＿Akihabara Camping Practice Area

BALMUNG＿IMAGE STUDIO 109

 

Overseas Participating Brands

Seven brands, including one brand participating for the first time, came from overseas to present their collections. Brands from seven regions: Italy, the Philippines, Canada, Hong Kong, Taiwan, Thailand, and China all presented fashion that reflected their respective cultures on the runway and through video works.
 

YUEQI QI(China)

WISHARAWISH(Thailand)

 

Digital Presentation Brands

Seven brands, including one brand participating for the first time, presented their collections in a unique digital way.

 

First-Time Participating Brands

Six brands including one joining from overseas participated in Rakuten FWT for the first time. Presentations were made on the runway and in videos.

52tenbo+

O0u

MARCUS COVINGTON

 

Key Points of the 2025 S/S Season

(1) A variety of content to rediscover the fun of fashion and spread it to many people

■ “10 years of TOKYO FASHION AWARD” event open to the general public during the season.
The day before Fashion Week, a preview exhibit and opening party for Rakuten FWT 2025 S/S was held.

 
The TOKYO FASHION AWARD, an award founded by the Tokyo Metropolitan Government and JFWO, aims to support Tokyo-based fashion designers to expand their business to make great strides in the global arena. The “10 years of TOKYO FASHION AWARD (TFA)” was held from September 2nd to the 7th to commemorate the 10th anniversary of the TOKYO FASHION AWARD. On the eve of the event, a preview exhibit and opening party for the Rakuten FWT 2025 S/S were held in Omotesando Hills, Space O in Omotesando, Tokyo. Approximately 500 people including members of the general public attended the party to celebrate TFA’s 10th anniversary and the opening of Fashion Week.
Commemorative booklets of about 200 pages were distributed to visitors and those who came during the event on a first-come, first-served basis.
 

(Left) Yoshikazu Yamagata, (Right) Sara Sozzani Maino

(Left) Chizuru Muko, (Right) Takuya Morikawa

 
Additionally, two talk events with special guests were held during the exhibition period. The first was a conversation between Sara Sozzani Maino, Creative Director of the Sozzani Foundation, and Yoshikazu Yamagata, the founder of coconogacco. The second talk event was a closing discussion between fashion journalist Chizuru Muko and TAAKK designer Takuya Morikawa. Both events were open to the general public.
 

■coconogacco class in Hikarie

 

“coconogacco” exhibited works created by currently enrolled students at Shibuya Hikarie 8th floor 8/COURT. In addition to the exhibition, classes were held in which instructors and students had face-to-face tutoring sessions as if it were a regular day of classes. Students created works on the spot using a variety of materials, providing a glimpse into their daily activities.
 

■ Street Fashion Flea Market ““ANTOKI” Market

 

A flea market organized by “ミミック”, a web media company that looks back on the heyday of street brands from the 1990’s to the early 2000’s, a period of time which Mimic defines as the “ANTOKI,” was held at Shibuya Hikarie 8/COURT. The golfwear brand 8G SHOOT, produced by actor Yosuke Kubozuka, and magnif, an antiquarian bookstore in Kanda Jimbo-cho, also opened stores that attracted many visitors to the venue.
 

(2) Designer Support

■JFW NEXT BRAND AWARD 2025

 
This year, TELMA had the opportunity to hold their first ever runway show after being selected as the winner of the “JFW NEXT BRAND AWARD 2025,” founded in 2023 S/S by JFWO as a brand support program. The original fabrics developed through highly technical Japanese domestic production the brand is known for, combined with their unique prints had a strong presence. The JFW NEXT BRAND AWARD 2025 award ceremony was held following the runway exhibition, in which JFWO board chairperson Tsuyoshi Shimoji presented TELMA designer Terumasa Nakajima with a commemorative crystal award. 　
 

(Left) TELMA Designer, Terumasa Nakajima (Right) JFWO Chairperson, Tsuyoshi Shimoji

(From left to right) JFWO Board Chairperson Tsuyoshi Shimoji, PALETTEartalive&25hours/service. Director Kawamura Yoshimasa, Fashion Journalist/Editor Mami Osugi, TELMA Designer Terumasa Nakajima, INFAS Publications WWDJAPAN Inc. Editor in Chief Kaname Murakami, MATOIPUBLISHING“QUOTATION” Inc. Editor Kiwamu Sekiguchi,  JFWO Executive Director Hiroshi Komoda

 

■「JFW NEXT BRAND AWARD 2025 EXHIBITION by TELMA」

 
TELMA‘s freshly debuted Spring/Summer 2025 collection part of outfits and runway videos were exhibited at Shibuya Hikarie 8F 8/ CUBE during the Fashion Week period.
There was also exhibited by FOREARTH, an environmentally friendly inkjet textile printer from Kyocera Document Solutions Co. that printed the fabrics used in the collections.
 

■TOKYO FASHION AWARD 2025 10th award winning designers announced

 

From left to right: HATRA (Keisuke Nagami), KANEMASA PHIL. (Creative Director Kengo Baba), RIV NOBUHIKO (River Garam Jang), paratrait (Shunta Sakai), RIV NOBUHIKO (Nobuhiko Kohama), Tamme (Tatsuya Tamada), SATORU SASAKI (Satoru Sasaki), TOKIO (Tokio Kimura), TAN (Aki Murakami)

 
On the night before the official start of the 2025 S/S season, “TOKYO FASHION AWARD AWARD 2025” award-winning brands were announced, and the “10 years of TOKYO FASHION AWARD” preview exhibition and Rakuten Fashion Week TOKYO 2025 S/S opening party were held at Omotesando Hills Space O, Omotesando Hills, Tokyo. A total of 8 brands were selected: KANEMASA PHIL., Tamme, tokio, HATRA, RIV NOBUHIKO, SATORU SASAKI, and TAN.
 
In the next fiscal year, the brands are scheduled to participate in business matching at showroom.tokyo, the project’s sole showroom in Paris in addition to holding a triumphant return event at the official venue of Rakuten FWT 2025 A/W in March 2025.
 

■「FASHION PRIZE OF TOKYO 2025 Award Event

 
On September 7th, the final day of the exhibition, the “FASHION PRIZE OF TOKYO 2025” award-winning designers were announced at the official venue, Shibuya Hikarie, Hikarie Hall, Hall B. This year, Kiichiro Asakawa’s “ssstein” won the award. As part of future support for the brand, show events at Paris Fashion Week in January and June 2025 are scheduled to increase international visibility. A triumphant return event at the Rakuten FWT in March is also planned.
 

ssstein Designer Kiichiro Asakawa

(Left to right) Creative Director of the jury Yoshimi Nagao, Designer Kiichiro Asakawa, Fashion Curator Motofumi “Poggy” Kogi

 

(3) Continuing to attract and support buyers and press from overseas

 

(From left to right) Nick Haramis (T: The New York Times Style Magazine Editor in Chief), Nick Wooster (WOOSTER CONSULTING Director), Sara SOZZANI MAINO (Sozzani Foundation Creative Director)

 
This season, Rakuten FWT has continuously invited buyers and press from overseas to increase the number of real articles sold and buying results from in-person engagement and sharing of information with people from overseas. In addition to inviting the following members and organizing their show viewing, support was provided to some visiting Japanese media.
 

(4) Strengthening visual content and digital communication for more people to participate and enjoy

■ The Rakuten FWT 25S/S season key visual expresses the joy of dressing freely with individualistic styling based on the concept of “FASHION FANFARE”.

 
The key visuals for the 2025 S/S season captured a playful nature and the anticipation for the start of Fashion Week. The visual was displayed at the official venues, Hikarie and Omotesando Hills, to show the joy of dressing freely with the unique and individualistic styling of the world-class fashion capital of Tokyo.
 
The project consisted of lead Shunsuke Okabe, a fashion director with an extensive career in various fashion media; KIZEN, a Chinese photographer based in Tokyo; Sumire Hayakawa, a stylist renowned by fashion magazines and celebrities; and three Japanese models with an active global presence, Akari Higashi, Mikiya Nakano, and Uni.
 

©JFWO
 
Brand Credit
(Left) COLLAR：MIKIO SAKABE / VIVIANO / TOP, INNER SHORTS：F-LAGSTUF-F / BRA TOP and SKIRT: FETICO
(Right) HAT：RequaL≡/ BANDANA：KAMIYA / BLUE TOP : A BATHING APE® / SRTIPE TOP : F-LAGSTUF-F / VEST：mister it. / BLACK TROUSERS and SHOES：SHINYAKOZUKA / YELLOW TROUSERS：LITTLEBIG / BAG: DINOWORKS c/o Iori Yamaki
 
STAFF CREDIT
PRODUCER & CREATIVE DIRECTOR : Takahisa Sunaoshi (STEKKEY) / FASHION DIRECTOR : Shunsuke Okabe (Okabe Inc.) / STYLIST : Sumire Hayakawa / HAIR : Hayate Maeda / MAKEUP ARTIST : Rie Shiraishi / MODELS : Akari Higashi, Mikiya Nakano, Uni /MOVEMENT DIRECTION : Chikako Takemoto / PHOTOGRAPHER : Kizen / RETOUCHER : Mari Obara / RETOUCH PRODUCER : Ryosuke Ogawa / DTP DESIGNER : Tomoko Nakamura / FILM DIRECTOR : Yuki Yamaguchi（W） / CHIEF DIRECTOR : Fuki Narita / CINEMATOGRAPHER : Keita Sasaki / 2ND ASSISTANT CAMERA : Wang Hiroto / 3RD ASSISTANT CAMERA : Koki Nakamura / LIGHTING DIRECTOR : Shohei Nakagawa / LIGHTING ASSISTANT : Airi Hamaguchi /LIGHTING ASSISTANT：Yuto Fukata / MUSIC : Keigo Okazaki / CREATIVE PROJECT MANAGER : Yuta Shimizu (Eild) / PRODUCTION : STEKKEY

 

■ Live streaming and publication on YOUTUBE

Participating brands were announced on our official website this season as well ( https://rakutenfashionweektokyo.com/jp/ ). In addition, livestreaming the physical presentations for the brands of their choice also took place. Archived videos are available to view on the YouTube playlist below.

https://www.youtube.com/playlist?list=PLeduZQtZfBzox-cXqHHCwpxKJm-jpEqMV
 

■ MY RUNWAY has been “powered up”

MY RUNWAY is a project aimed to convey the charm of Fashion Week by photographing the show, the atmosphere of the venues, and the visitors.
This season three up-and-coming photographers, mitograph, Momo Angela, and Shogo Morishita, will capture the charm of Fashion Week from their unique perspectives by posting their work on the official Rakuten FWT Instagram.
 

photo by mitograph

 

■ Official Media FASHIONSNAP Visitor SNAP Project

 
From the 10 years of TOKYO FASHION AWARD preview exhibition and opening event of Rakuten FWT 25 S/S on September 1st (Sun.) through the events until September 7th (Sat.), the official media FASHIONSNAP was taking stylish snapshots of the visitors.
 
Snapshots are uploaded to the FASHIONSNAP official Instagram and Street Style FASHIONSNAP page.
Instagram: https://www.instagram.com/fashionsnapcom/
Street Style: https://www.fashionsnap.com/streetstyle/
 

▼ Official Media WWDJAPAN Special Event Invitation to Rakuten Fashion Week TOKYO

 
This season, in collaboration with WWDJAPAN, the official media of Rakuten FWT, we invited those who wanted to see a fashion show in person by drawing a lottery. The 660 people who participated in this project were invited by the brands to experience the “fun” and “wonder” of fashion in-person at the venue.
 

■ Digital initiatives with official media partner Meta

 
In collaboration with this season’s official media partner, Meta, a project between creators and brands that have a strong affinity with fashion took place.
 
Dancer kei sato “Jenes” (@jenes.dancer) was present on the first day to create a reel video featuring the designer SHINYAKOZUKA, which was posted in collaboration with the official Instagram of Rakuten FWT. Several other brands have been documented and will be posted as they become available.
 
Post example:https://www.instagram.com/p/C_iMtpwS8kP/　
 

(5) Major Related Events

■ Japan’s first joint exhibition TRANOÏ TOKYO S/S 25 begins

 
TRANOÏ, a joint exhibition from Paris, partnered with JFWO to hold “TRANOÏ TOKYO S/S 25” for the first time in Japan. Approximately 175 brands selected through a rigorous screening process from Japan, Asia, Europe and the United States exhibited at Bellesalle Shibuya First. The first day of the event was crowded with buyers, press, and other fashion professionals from Japan and abroad.
 

▼TOKYO AI Fashion Week to be held again this season

TOKYO AI Fashion Week , which was held for the first time last season as a related event of Rakuten FWT, continues this season with three categories of content: contest, exhibition, and seminar. Prior to the exhibition, entries for the AI-based fashion design contest “TOKYO AI Fashion Week – 2025 SS Contest” were collected. After the season, about 20 of the entries will be exhibited on the first floor of the World Kita-Aoyama Building, and a seminar “Generative AI and the Future of Fashion #3” will be held on the first day of the exhibition, September 20th.
 
< TOKYO AI Fashion Week - 2025 SS Exhibition >
Schedule: Friday, September 20th, 2024 14:00～20:00, Saturday 21st 11:00～20:00, Sunday 22nd 11:00-18:00 * Sschedule subject to change
Venue: World Kita-Aoyama Bldg. 1F　　No advance reservations required, free admission
 
< セミナー　ジェネレーティブAIとファッションの未来 #3 >
Schedule: Friday, September 20th 14:00 Doors open, 14:30 Event starts (In three parts)　Venue:World Kita-Aoyama Bldg. 1F
(advance reservation required, free of charge)
 

■ Runway by students of Marronnier College of Fashion Design

 
JFWO’s mission is to strengthen and develop the international competitiveness of Japan’s collection and textile businesses, and to support the development of students who will be responsible for the future of these businesses. The Marronnier College of Fashion Design, which has now welcomed its 75th anniversary, held a runway event at Shibuya Hikarie, Hikarie Hall, Hall A  featuring students of the college.
 
Twenty-five 2nd to 4th year students each presented one work according to the theme “ART of passion.” The inspiration for the students’ work was also displayed outside the venue, and together with the runway, gave visitors a clear sense of the students’ creative process. The event was also an opportunity for students to be involved in venue management and experience the fashion industry firsthand.
 

■ Rakuten FWT 2025 S/S After Party at THE NIKKA WHISKY TOKYO in Omotesando

 
A VIP-only after-party was held at THE NIKKA WHISKY TOKYO, a limited-time bar. Designers, models, and other guests came to enjoy highballs and various cocktails made with whiskey. THE NIKKA WHISKY TOKYO will be open until December 25th.
 
[THE NIKKA WHISKY TOKYO]
Address: 1F 3-5-27 Kita-Aoyama, Minato-ku, Tokyo
Business period: August 7th ～ December 25th
Business hours: Mon. 〜 Fri. 17:00 ～ 23:30
Sat./Sun./Holidays: 14:00 ～23:30   
URL: https://www.nikka.com/thenikkawhiskytokyo/
 

(6) Sponsors and provisions for visitors

■ Distribution of vouchers from official sponsor Nikka Whiskey

 
During the runway at the official venue, Shibuya Hikarie, Hikarie Hall, 500 yen discount tickets for use at THE NIKKA WHISKY TOKYO’s flagship bar were distributed to visitors.
 

■ Drinks from sponsors distributed at official venues

 

DASSAI

DASSAI New Seltzer Water

Asahi Oishii Mizu Natural Water

kiyasume

Red Bull

Green tea by Meta

333 (bier biabiere)

Chang Beer

 
Drinks from sponsors were distributed during the runway event held at the official venue. Various sponsors such as Asahi Shuzo distributed their “DASSAI” sparkling sake as well as DASSAI New Seltzer Water in addition to refreshments from kiyasume and Red Bull. The opening party before the Fashion Week also provided beverages such as Chang Beer, 333 (bier bia biere ), and green tea from official media partner Meta.
 

■ BMW Japan offers chauffeur cars

This season, we were grateful to have BMW Japan provide chauffeur cars. The cars transported journalists and VIPs from Japan and abroad that were touring the streets of Tokyo.

Sara SOZZANI MAINO

Nick Wooster

 
This year’s 2025 S/S season captured all of the “fun” and “exuberance” of FASHIONFANFARE through the strong individuality of each brand presented at this season’s Fashion Week.
 
As a continuation of last season’s efforts, the wider public was once again invited to take part, and the “fun of fashion” continues to be spread to the public. The next iteration will be “Rakuten Fashion Week TOKYO 2025 A/W” and will take place from Monday, March 17th to Saturday, March 22nd, 2025. We deeply hope for your continued support and participation in future Rakuten Fashion Week TOKYO events.
 
* With exception of certain photos, all photography copyright of ©JFWO