Rakuten Fashion Week TOKYO (Rakuten FWT) 2025 A/W (organized by Japan Fashion Week Organization (JFWO)) entered its second day. Today’s report will feature highlights of the event, including brands that exhibited on the evening of the first day.

– Brands that presented on the first day Monday, 3/17 –

FETICO (18:00 ～) Dance Hall Shinseiki

Fetico’s muse for this season is Bettie Page. Designer Funayama commented on the decision stating “I always admired her for her unique style, which is both sensual and charming.” The collection of photograph series of Bettie Page, “The Queen of Curves,” captured by photographer Bunny Yeager, was the inspiration for Fetico-style 50’s classics and vintage styles.

Pulling directly from the leopard print depicted in the photo book, the brand created its first leopard print look as well. The patterning was incorporated into knitwear and dresses to accentuate the collection. While the brand’s character remained with signature lingerie-like dresses and corset-like details, it showed a new side with the classic fit-and-flare silhouette.

The originally crafted shoes known for their ease to walk in, are now available in long boots and pumps. The original camisole with cups (which is the best way to wear the backless fetish outfits), has made a return with an improved version.

yoshiokubo (19:00～) Asakusa Hanayashiki

The stage was set in Asakusa Hanayashiki, just after closing time. Following a comedy-style show, this next one was packed full of entertainment. The theme of the season was “KESSAKU,” an expression commonly used in Osaka dialect to express, “I’m impressed,” or “I never thought of that!” The collection was full of street-style looks that had been refined with complex structures including labyrinth-like switching, elaborate cutting, rhythmic gathering, and other techniques. Certain eye-catching items made an appearance as well, such as a snowboard pattern jacquard that resembled a traditional Japanese ukiyo-e print and a huge bag made of ultra-thin nylon.

At the end of the show, designer Kubo made a split-second appearance riding in a roller coaster. It may have been the fastest designer greeting in the history of Fashion Week. The show was certainly regarded as a masterpiece.

HYKE (20:30～) Ariake Arena

HYKE wrapped up the first day as the final show, presenting physically for the first time in five years. Spectators hardly noticed the spring chill as they waited in excitement and anticipation in the vast Ariake Arena. The team that usually handles video production was also involved, and this season they sought to create a show that combined runway direction with the elements of video works. In terms of manufacturing, they were also conscious of how the clothes would look when in motion, such as the way they moved and the calculated layering. The shallow knit hats that accentuate the collection were inspired by an actor from American New Cinema, a favorite of the designer.

There were also many collaborations featured that had garnered a lot of attention in previous seasons. The collection featured the trail running-specialized line TNFH THE NORTH FACE × HYKE, eyewear in the collection was made in collaboration with E5 eyevan, accessories were made in collaboration with Japanese jewelry brand END CUSTOM JEWELLERS, and Tyrolean shoes worn were in collaboration with BEAUTIFUL SHOES. In a press conference, the two designers spoke about their feelings about exhibiting their collection in Tokyo. “Lately, there’s not much happy or good news going around, so we hope that as a brand from Tokyo, we can create make the slightest difference with some positive news.” It was a night to straighten yourself up and look sharp, with a collection that was meticulously thought out down to the last detail, and featuring a quietly passionate message.

meagratia (21:30～) Presented online at

Following the theme of “A piece of nostalgia,” Meagratia depicts the encounters and interactions that occurred in designer Sekine’s teenage years, when they  first became interested in fashion. The brand’s roots in punk fashion and nostalgic school days came through in a modern way in this collection. The shoot took place in Harajuku, a place where Sekine used to go in search of new encounters and information in the world of fashion enthusiasts. But this collection was not a return to the brand’s roots, but rather an expression of the “now” of the designer meagratia. The brand’s emblematic flower was applied three-dimensionally to the side of the jacket. Shirts and sweatshirts with patches and prints reminiscent of school emblems also characterized the theme. You won’t want to miss the collection movie uploaded on the official Youtube channel.

– Brands that presented today, Tuesday, 3/18 –

NON TOKYO (14:00～) Science and Technology Museum

The “romantic leisure” brand NON TOKYO held its first show in three years on the second day of Fashion Week. The theme of this season’s show was “Downtown gamblers’ way of life,” with inspiration coming from the fashion of the men who frequent the racetracks! The word “racetrack men” alone conjures up images of fishing vests and laurel caps, all arranged in the classic sporty yet girly NON TOKYO style. The high production level down to the incorporation of newspapers and pens in the styling brought a smile to guests’ faces. Trendy items such as colored fur and triangular hoods were also noteworthy features of the collection. The graphics, which the brand is known for, incorporated landscapes the designer took while on walks, photos received from a horse-racing-loving man they met on mixi2, and AI-generated pink horses. The shaggy hair, inspired by the horse’s mane and the uncle’s unkempt hair, enhanced the runway’s unique mood.

KANEMASA PHIL. (15:30～) Spiral Hall (Spiral 3F)

KANEMASA PHIL., winner of the TOKYO FASHION AWARD 2025, held its first runway show as a brand. The brand was originally created by Kanemasa Mokko Co., Ltd., founded in 1964. All items are made from in-house jersey fabric, and the high-quality material stands out even more on the runway. This season, the brand focused on British traditional style, which has had a major influence on dandyism. To fit in with modern lifestyles, the brand sought to express British traditional style with relaxed materials and a gentle color palette. There are many items that highlight the brand’s technology, such as high-gauge wool herringbone and high-density cashmere typewriter set-ups. Styling with co-woven fabrics further emphasizes the quality of the materials. When Creative Director Kengo Baba was asked about the future of the brand, he replied, “I would like to focus on overseas expansion to let the world know about our brand. I would like to further pursue the possibilities of textiles and continue to use the runway as a form of expression.”

TAE ASHIDA (16:30～) Otemachi Mitsui Hall

Tae Ashida welcomed many celebrities to their runway, which was illuminated using the latest LEDs. This season’s theme was “Eternal Threads – Weaving the Past and Future,” and the collection captured the passage of time, such as ripples on the water, dry air, the movement of light, and the sedimentation of colors in nature. In addition to the high quality textiles, the image of familiar everyday scenery being reconstructed was expressed through vivid colors such as fuchsia pinks, emerald greens, and lime yellows. Model Tominaga Akitane, the eldest son of Ai Tominaga, also made a guest appearance on the runway.

HUMMEL 00 (18:00～)Yoyogi Gymnasium, Shibuya Gate outdoor

HUMMEL 00 is a fashion line by HUMMEL, a Danish sports brand founded in 1923. Now in its second season, Masanori Morikawa has been appointed designer, and the brand has updated its 100-year history with a modern twist, developing urban wear that incorporates sports elements. Morikawa has re-purposed the bumblebee logo (a bee logo seen in the brand’s early days), and used it in a variety of ways including embroidered emblems on jackets and as a rhinestone design on the back of jerseys.
The V-shaped chevron pattern was also used as an accent on the socks and track jacket. The last look was a redesign of an archived uniform. In addition to discussing the future of the brand, Mr. Morikawa commented that “This time it was an introductory runway. There are approaches that I haven’t used yet, so I hope to show them next time.”

TRANOÏ TOKYO A/W 25-26 starts today

Tranoï Tokyo, which celebrated its first event in September 2024, is back and better than ever. This season the second event will bring together over 170 brands from Japan and abroad. JEANNE FRIOT and GAUCHERE, two of France’s leading brands, will be the guest brands. The venue was bustling with buyers and press members who came to discover new brands from the morning. When we asked the brands that have been participating since the last event how it was, they expressed their enthusiasm stating, “It seems we can look forward to even more interesting encounters this time around.”

Date: Tuesday, March 18th – Wednesday, March 19th
Time: 10:00-19:00
Venue: Bellesalle Shibuya First
Organizer: TRANOÏ
(Premier Vision Japan Co., Ltd.)
Official website: https://www.tranoi.com/e/tokyo
*Please register in advance on the official website if you are attending.

*All photographs with some exception are ©JFWO