A week of conveying the attractions of the “fun” and “emotion” of fashion,with aiming to create a Fashion Week unique to Tokyo.

Rakuten Fashion Week TOKYO (hereinafter indicated as Rakuten FWT) 2025 A/W (governing body: the Japan Fashion Week Organization, hereinafter indicated as JFWO), centering on the official venues Spiral Hall/TODA HALL & CONFERENCE TOKYO, from Monday, March 17 to Saturday, March 22, including the FASHION PRIZE OF TOKYO 2025 triumphant event & opening party was held on Sunday, March 16. A total of 37 shows and installations, 32 physical and 5 digital presentations, were held during the period.

Under the annual concept of “FASHION FANFARE” in 2025, Tokyo’s unique fashion week was held to discover the “fun” and “emotion” of fashion, and where we strengthened our efforts to spread attractive content both domestically and internationally. 

List of all brands participating in the “Rakuten Fashion Week TOKYO 2025 A/W” season

32 Physical Presentation Brands (In order of presentation) ● Brands presenting for the first time　

1, ssstein（FPT）
2, HOUGA
3, PETIT BATEAU ※FR
4, pillings
5, FETICO
6, yoshiokubo
7, HYKE
8, NON TOKYO
9, KANEMASA PHIL.●（TFA）
10, TAE ASHIDA
11, HUMMEL 00 ●
12, VIVIANO
13, pays des fées
14, tokio●（TFA）
15, tiit tokyo
16, Paul Smith (by R) ※UK
17, KEISUKEYOSHIDA
18, SATORU SASAKI●（TFA）
19, HEAVEN TANUDIREDJA ※ID
20, BASICKS
21, YOUJIYOUNG● ※KR
22, HATRA●（TFA）
23, HIDESIGN
24, TELMA
25, RIV NOBUHIKO●（TFA）
26, MSML●
27, Chika Kisada
28, KAMIYA
29, paratrait●（TFA）
30, TAN●（TFA）
31, HARUNOBUMURATA
32, Tamme●（TFA）

5 Digital presentation brands (in order of presentation)

1, mintdesigns
2, meagratia
3, WIZZARD
4, FURUMAU
5, KEIKO NISHIYAMA

Physical / Digital Presentation Total 37 brands

Runway show of “Paul Smith,” a British brand loved around the world,through a “by R” project to empower the Japanese fashion scene.

Carried out again this season, “by R” a project of the title sponsor, RAKUTEN GROUP, INC. (hereinafter indicated as “Rakuten”) to empower the Japanese fashion scene.

Paul Smith, a longtime loved in Japan as well as the world, held a runway show at Hyokeikan in Ueno.

On the runway, the brand unveiled new pieces including an original composition exclusive to by R, adding women’s looks to the men’s collection that was unveiled in Paris in January 2025. The collection focused on the works and styles of some of the most representative photographers of the 20th century. The texture and unique contrast of black-and-white photography was incorporated into the color palette. Items with prints based on photographs of wild daisies taken by photographer Harold B. Smith, Paul Smith’s father, were also featured in the collection as an homage to his major influence on the designer. To commemorate the brand’s participation in “by R,” limited-edition products have been sold on Rakuten Fashion, Rakuten’s fashion shopping site, to great acclaim.

https://brandavenue.rakuten.co.jp/ba/shop-paulsmith/?free_word=paulsmith_limited_byr_&l-id=brn_fashionweekarticle_2025aw001

©courtesy of brand

Furthermore, there were many continued and or re-participations of past TOKYO FASHION AWARD, JFW NEXT BRAND AWARD award-winning brands, and brands participating through “by R”, thereby creating a thickly layered line-up, from first-time participants to established power-houses. Highlights are to be introduced on the next page.

■ Runway show of award-winning brands

・FASHION PRIZE OF TOKYO 2025 Winner’s event

On the eve of FASHION PRIZE OF TOKYO 2025 A/W, FASHION PRIZE OF TOKYO 2025 award-winning brand “ssstein” held a WINNER’S EVENT. At the venue, Fourteen mannequins were used to display the new collection at the venue. And for about 7 minutes in Paris Fashion Week this past January was shown on a large screen. The audience was surrounded by the music that was played at the Paris runway show, creating a realistic and immersive experience. Also on the first floor, runway photos taken in Paris were exhibited in a large space.

・Triumphant returns of TOKYO FASHION AWARD 2025 award-winning brands (in order of presentation)

All award-winning designers of the 10^th “TOKYO FASHION AWARD”, presented their collections at the Official venues. Each brand presented their collections in individual, unique methods, gathering grave attention. A detailed report of “Tamme,” presented at the end of the last day, is on the next page.

・JFW NEXT BRAND AWARD 2025 Grand Prix award-winning brand 「TELMA」

TELMA, the grand prix winner of the JFW NEXT BRAND AWARD 2025, a brand support program organized by JFWO, held its second runway show at the official venue, TODA Hall & Conference Tokyo Hall B. Various textiles evoked the unique thrill felt on the way home from work in Tokyo’s night streets, such as a shop window shining brightly even though there are no passersby.　A large number of media representatives, including fashion magazines, attended the fashion show, indicating the high level of attention it attracted.

・Overseas Participating Brands

Four brands from overseas participated, including Paul Smith, which participated in the by R project. (In order of presentation)
PETIT BATEAU ※FR、 Paul Smith (by R)　※UK、HEAVEN TANUDIREDJA　※ID YOUJIYOUNG　※KR

■TOPIC

・ Presented at the end of the last day is 「Tamme」（21:00～）

At the core of Tamme, by Tatsuya Tamada, lies “updating existing” – a philosophy of “focusing on clothing while reconstructing for the present without being bound by fixed concepts, proposing contemporary garments that embody both classic and modern elements with inherent diversity.”  The theme for this season is “Nocturnal Forward. Elements found in men’s formal wear, such as tuxedos, bow ties, and white shirts, are reinterpreted and mixed with other style codes, such as casual and military, in a free-spirited way.Leather is layered over sweatshirts, trench coats are split in two with a hard-edged zip, and “unexpectedness” is sprinkled in manufacturing and styling. Even in a seemingly chaotic set of elements, the brand never forgets its elegance. Such an attitude highlights the brand’s firm identity.

・「tiit tokyo」, held the top show at TODA HALL & CONFERENCE TOKYO

・ Designer Tae Ashida, who received the special commendation from the Commissioner of the Agency for Cultural Affairs in 2024, participated in 25 A/W fashion week」

■TFA, NBA award-winning brands, and strong brands that have presented the “by R” project participated in the event. (in order of presentation)

Many brands that have won awards and gained attention through the “by R” project as well as taken part in the Tokyo Fashion Weeks of recent years were participated in this season’s event again. Chika Kisada (TFA 2017, by R 2023 A/W) / FETICO (Emi Funayama TFA 2023, NBA 2023) / pillings (Ryota Murakami TFA 2022) / VIVIANO (Viviano Sue TFA 2023) / yoshiokubo (Yoshio Kubo by R 2023 S/S)

©Chika Kisada

©️Ko Tsuchiya

©courtesy of brand

■ Noteworthy brand topics

・HYKE: First physical show in 5 years

©Courtesy of brand

HYKE, by Hideaki Yoshihara and Yukiko Ode presented a runway show the first time in five years since 2020 S/S. The show attracted a great deal of attention. A large number of people gathered at the show venue, and the enthusiasm and anticipation were so great that the unexpected spring cold was forgotten.

・HIDESIGN, which presented at PITTI IMAGINE UOMO, returned with a noteworthy installation

©Courtesy of brand

Their “ALL ZONE” capsule collection, which was presented at the 107th PITTI IMAGINE UOMO in January of this year, was re-presented in a wearable version at Rakuten Fashion Week TOKYO.

・ High-profile brands held their shows in unique venues.

High-profile brands held their shows in each unique venues that suited their collections. Behind the scenes, there is a story they wanted to express.

■ 11 brands participating for the first time

A total of 11 brands participated for the first time including the 8 brands that won the TFA listed above, YOUJIYOUNG, a brand from overseas, and the following 2 brands. HUMMEL 00, a fashion line launched by the Denmark sports brand “hummel” for the 25SS season, welcomed Masanori Morikawa as its designer for the first time this season. Mr. Morikawa also participated in the BASICKS line, and held two runway shows during the exhibition.

■ 5 digital presentations (in order of presentation) 　

For the 25 A/W season, mintdesigns (Hokuto Katsui/Nao Yagi), meagratia (Takafumi Sekine), WIZZARD (Koji Sato), FURUMAU (Wataru Nakazono), which re-named from “CHONO,” and KEIKO NISHIYAMA (Keiko Nishiyama), who participated for the second time. Each brand presented their own vision in video and still images. KEIKO NISHIYAMA presented their collections in a way unique to digital media, such as incorporating behind-the-scenes of the manufacturing process from when the pieces were being created.

Overseas & domestic business
New support initiatives to attract even more buyers and press from overseas.

■Journalists and buyers from abroad visit Japan

Rakuten FWT began its initiatives to strengthen the outreach to buyers and press from overseas from this 24 A/W season.
This season, even more support projects were held, and more overseas visitors were invited to the Fashion Week.
The guests visited actively the runway shows and exhibitions, where they interacted directly with Japanese brands and designers.

(From left to right) Andreas Murkudis (Buyer and Owner of “Andreas Murkudis”), Sydney Boiron (Fashion and Web Editor of Mixte Magazine), Manuel Marelli (Buyer and Head Creative of MACONDO STORE), Nick Wooster (Brand Advisor, TFA Jury), Alex Catarinella (Freelance Writer)

■TRANOÏ TOKYO A/W 25-26

The first edition of Tranoï Tokyo was held in September 2024, this season the event returned with its second edition and it was better than ever with over 170 brands from Japan and abroad gathered. JEANNE FRIOT and GAUCHERE, representing the current French fashion scene, were invited as guest brands. The venue was crowded from the morning with buyers and press who came to meet all of the new brands.

22025 A/W Season promotions

■For the first time, the season’s key visuals were created by combining live-action photography and AI to express a front row seat to the future for fashion lovers.

The key visual for the 25A/W season followed the theme of “RAKUEN: Banquet of Joy,” featuring an image of the front row of a futuristic Fashion Week where everyone is enjoying themselves, regardless of gender or race, accompanied by the words “WE ALL LOVE FASHION SHOWS.” Key visuals made using AI technology have been produced since 2024 S/S, and we have combined the techniques we used for the past three seasons (24 S/S full 3DCG, 24 A/W full AI, 25 S/S live-action photography) to depict the “fashionistas of the future” through a combination of live-action photography and AI.

The key visual, which depicted the first row seats, was projected on a large monitor at TODA HALL & CONFERENCE TOKYO and in various other official venues.

Rakuten Fashion Week TOKYO 2025 A/W season movie

■ A special taxi video ad was distributed for the first time.

Rakuten FWT’s first cab video advertisement was distributed in approximately 13,000 cabs in the Tokyo area from Monday, March 17^th to Sunday, March 23^rd. The video featured two designer interviews discussing the highlights of this season. It was produced and edited by CARTE BLANCHE director Shunsuke Okabe.

■ Promotional video aired on large screen at “Q’s eye” in front of Shibuya Station

From the first day of the even on Monday, March 17^th to then last day Saturday, March 22^nd, a promotional video for the season was aired on the Q’s eye big screen in front of Shibuya Station. Airing the video in one of Tokyo’s highest traffic locations got a lot of eyes on this season’s event.

■ MY RUNWAY

MY RUNWAY is a project to convey the charm of Fashion Week through photographing the shows, atmosphere of the venues, and the visitors.

This season, two up-and-coming photographers captured Fashion Week from their unique perspectives. Shimpei Mito / mitograph focused on photographing fashionable visitors, while Shun Komiyama photographed the shows, posting their images on the official Rakuten FWT Instagram (@rakutenfwt) throughout the event.

■Live streaming and publication on YouTube

For this 25 A/W season, we continued to announce the contents of all participating brands’ presentations on our official website ( https://rakutenfashionweektokyo.com/en/ ) and live-streamed physical presentations for certain brands.　

All archived videos are available on YouTube from the link below.

■ Archives on the official website of RakutenFWT

The official website of RakutenFWT underwent a complete renewal in March of this year and now has a page where you can view archived looks and videos of past participating brands.

The archive is a valuable resource that allows you to look back on the past 20 years of Fashion Week history. We hope you’ll take a look at it and take a closer look at this season’s looks.

The official page is available here:  https://rakutenfashionweektokyo.com/en/brands/

Under the annual concept of “FASHION FANFARE,” a variety of content was open for public participation

■FASHION PRIZE OF TOKYO 2025 WINNER’S EVENT and Rakuten Fashion Week TOKYO 2025 A/W’s Opening Party were held on the day before the main period.

FASHION PRIZE OF TOKYO (FPT 2025 WINNER’S EVENT) and the Rakuten FWT 2025 A/W Opening Party were held at Spiral Garden and Spiral Hall in Omotesando. The event was attended by approximately 700 people, including press, related parties, and the general public. Despite the rain, the party was a great success, celebrating the opening of this season’s Fashion Week and raising expectations and excitement for the event to begin the next day.

■Public invitation project in cooperation with official media WWDJAPAN

In cooperation with WWDJAPAN, the official media of Rakuten Fashion Week TOKYO, a project was held again this season inviting members of the public to see a fashion show in person by drawing a lottery.

With the cooperation of participating brands, over 500 people were invited to the events this season. The venue was made even more colorful filled with lovers of fashion.

■ Official Media FASHIONSNAP BACK STAGE & SNAP project画

Snapshots from the opening event, backstage shots of participating brands, and photos of stylish visitors gathered at the show venue were taken by FASHIONSNAP and posted on the FASHIONSNAP official Instagram page in collaboration with the official Rakuten FWT account.

Additionally, some authorized snaps were posted on Rakuten FWT and Rakuten Fashion as well (portal site, Instagram stories, and by R Instagram stories).

■Incubation Activities

・The 24th YKK FASTENING AWARDS Special Exhibition

This year marked the 25th anniversary of the YKK Fastening Award, Japan’s largest fashion design contest for students. The four works that won the 24th award were exhibited at Spiral Hall Foyer until March 19^th. In the apparel category, two costumes that freely used hook and loop fasteners and snap buttons won awards. In the fashion goods category, a bag that “packs memories” with a rotating buckle and a mini MA-1 style hat won awards.

・ESMOD TOKYO 40TH SHOW RUNWAY to be held to commemorate the 40th anniversary of the school

As a related event to Rakuten FWT 25 AW, a runway show by students of ESMOD Tokyo School was held on Sunday, March 23^rd after the exhibition ended at the official venue, TODA Hall & Conference Tokyo Hall Foyer A.

Over 30 students presented the culmination of their three years of study in this memorable year of the 40th anniversary of the Tokyo School.
Following the theme of “CROSSING,” the event showcased creations that transcended all boundaries and were free of any ideas. The young talents who bear the future of the fashion industry shined brightly. In addition, the ESMOD Paris collection was also presented. It was a special moment when the two cities crossed paths.

■Related events

・ Panasonic Clothes Steamer Touch & Try Event

A Touch & Try event was held before and after the runway show at the official venue, TODA Hall & Conference Tokyo Hall A, where visitors could experience Panasonic’s top-of-the-line clothing steamer models and the latest model just released this March. The booth displayed clothing from brands that won the TOKYO FASHION AWARD 2025.

Many people participated in the event by trying on the clothes and from the lottery to win a clothes steamer.

■The official venue of 25 A/W season was Spiral Hall / TODA HALL & CONFERENCE TOKYO

This 25 A/W season was held at Spiral Hall/TODA HALL & CONFERENCE TOKYO as the official venue, as well as at other brand-specific venues.

By choosing a venue near Tokyo Station, it was possible to breathe new life into the area and get a new Tokyo feel, making this a season where fashion week could be held across the entirety of Tokyo.

■ Other activities by cooperating companies

・Chauffeur car

For the 25 AW season, BMW Japan cooperated by providing chauffeured cars. The chauffeured cars, carrying visiting VIPs, toured the streets of Tokyo.

・ Provisions to visitors by sponsors and sponsorships

At the official venue (Spiral Hall / TODA HALL & CONFERENCE TOKYO), highballs made with Ballantine whiskey (right), Dassai Sparkling, Chang Beer, 333 (bier bia biere), KIYASUME, WAKAZE (SummerFall), Suntory Natural Water, Red Bull, and green tea provided by meta, the official media partner (mentioned from left), were served to visitors.
After the tokio show, a special counter was set up to serve drinks made with Suntory’s “Ballantine’s 17 Year Tribute Release” whiskey. Guests were able to enjoy Fashion Week with delicious drinks.

Under the concept of “FASHION FANFARE,” the 2025 A/W season held events and shows open to the general public, took snapshots, and held a variety of other activities that conveyed the fun and emotion of Tokyo fashion for everyone to enjoy. We hope to make the next season and beyond an even more exciting experience.

The next “Rakuten Fashion Week TOKYO 2026 S/S” will be held from Monday, September 1^st to Saturday, September 6^th 2025.

We hope you’ll continue to keep an eye on Rakuten Fashion Week TOKYO.

* All photos with some exception are property of ©JFWO.