“by R” Project for 2026 S/S   Tuesday, March 17th  19:00～ (Attachment)

by R is Rakuten’s project to elevate Japan’s fashion scene and share its appeal globally. During Rakuten Fashion Week TOKYO, Tokyo’s premier fashion week, which stands alongside those in Paris, Milan, London, and New York, by R supports runway shows for exceptionally talented brands each season. Through dedicated brand shops on Rakuten Fashion, the project spotlights brand excellence and creates new connections between customers and fashion through exclusive items.
Since 2020, by R has championed fashion shows for approximately 17 brands from Japan and abroad, enhancing Tokyo’s fashion community. Harnessing the strengths of the Rakuten Group, the project remains committed to delivering new inspiration and discoveries to the world of fashion.

https://brandavenue.rakuten.co.jp/contents/fashionweek

ALAINPAUL（France）
Saturday, March 21st 12:00~ Shibuya Hikarie, Hikarie Hall, Hall A

Through a collaboration between RUN x ANDAM FASHION AWARDS PARIS and JFWO, the acclaimed emerging brand ALAIN PAUL will present its first show in Tokyo. ALAIN PAUL has consistently drawn attention since its establishment in 2023, winning the ANDAM Special Prize in 2025. Look forward to this alongside the RUN x ANDAM FASHION AWARDS PARIS showroom, held on the 8th floor of Shibuya Hikarie.

ZUCCa Wednesday, March 18th 14:30~

Launched in 1988, ZUCCa has appointed Kengo Baba as designer from the 2026 Spring/Summer collection, marking a new stage for the brand building on the foundation of “humorous designs rooted in everyday life.” This season, the brand will be holding a show at Rakuten FWT for the first time. As the brand draws more attention than ever, be sure to keep an eye on ZUCCa.

On Sunday, March 15th, the FASHION PRIZE OF TOKYO 2026 award-winning brand
“YOKE” will have a show and an opening party just before the start of the Fashion Week.
Attachment 2

The FASHION PRIZE OF TOKYO is a fashion prize that aims to promote the emergence of up-and-coming fashion designers active on the world stage.  This year’s winning brand, YOKE, will have a special on-schedule event the day before the Fashion Week. YOKE plans to present a collection at this event that has been reorganized with a new interpretation of the collection first unveiled in Paris in January. Following the show presentation, an opening party celebrating Rakuten Fashion Week TOKYO 2026 A/W will be held in the same venue’s foyer for invited guests.(by Invitation only)

TOKYO FASHION AWARD 2026 DESIGNERS’ EVENT (in alphabetical order) Attachment 3

TOKYO FASHION AWARD organized by Tokyo Metropolitan Government and Japan Fashion Week
Organization (JFWO), which aims to support Tokyo-based fashion designers to expand their business and make great strides in the global arena. The 11th award-winning designers will present their collection at the official venue Shibuya Hikarie, Hikarie Hall, Hall A.

[Mens]
ANTHEM A（Mariko Suzuki / Nao Yoshida）3/16（Mon）18:45~
kiminori morishita（Kiminori Morishita）3/17（Tue）14:00~
kotohayokozawa（Kotoha Yokozawa）3/20（Fri）12:00~
MATSUFUJI（Tsutom Matsufuji）3/20（Fri）19:00~

[Womens]
KAKAN（Kakan Kudo）3/16（Mon）12:00~
mukcyen（Yuka Kimura）3/21（Sat）19:00~
YOHEI OHNO（Yohei Ohno）3/19（Thu）13:30~
yushokobayashi（Yusho Kobayashi）3/18（Wed）20:30~

JFW NEXT BRAND AWARD 2026 Grand Prix
mukcyen (Yuka Kimura)

mukcyen, the JFW NEXT BRAND AWARD 2026 Grand Prix winner, will hold its second show as the final event of the 26 A/W season, in conjunction with the Tokyo Fashion Award 2026 triumphant return event.

After the show, guests will be offered drinks in the foyer and there will be a closing social gathering.

JFW NEXT BRAND AWARD:
Japan Fashion Week Organization Brand support program

2026 A/W Season: Introducing First-Time Participating Brands for Official designers shows

A total of 13 brands are participating for the first time in the 26A/W season. Please be sure to check them out. Below, we introduce the first-time participating brands, excluding TFA. (in alphabetical order)