JFWO continues internationalization with Rakuten Fashion Week Tokyo on September 2-7.
For the Spring/Summer 2025 season, the event will embrace the theme ‘Open, Fashion Week,’ which aims to highlight Tokyo’s local fashion scene to a broader audience and enhance the overall experience of fashion week.
This year’s concept, ‘Fashion Fanfare,’ is reflected in promotional imagery designed to capture the playful spirit and excitement surrounding the start of fashion week. The campaign features pieces from participating brands, showcasing a mix of cross-seasonal looks that celebrate “the joy of freedom to dress in your own style.”
A total of 33 brands will participate, with 26 hosting physical shows and events, including six newcomers. Additionally, seven international brands will join this year’s lineup, such as the Bali-based House of Mua Mua and a collective of designers from the Philippines, collaborating with the Manila Fashion Festival. This collaboration, titled ‘Ph Mode x TYO by MFF,’ is part of a partnership with Japan’s Stylem, allowing select Filipino designers to create a collection using materials from the fabric trading company.
Honorary Spots for Sulvam and Telma
As part of its competitive initiatives to promote local brands internationally, two honorary spots will be awarded on the schedule. For Rakuten’s ‘by R’ project, which has previously recognized brands like Bape and Marimekko, Sulvam has been chosen as this year’s highlighted brand. Founded by designer Teppei Fujita, Sulvam will celebrate its tenth anniversary with a show unveiling its new women’s collection. This recognition will also place Sulvam on the official schedule for Paris Fashion Week SS25, strengthening ties between the two fashion events and aiming to enhance its global presence. Rakuten will also support the launch of Sulvam’s flagship store in Paris with a reception gala.
Another local brand gaining attention this season is Telma, a womenswear label by Terumasa Nakajima, which has won the JFWO’s Next Brand Award Grand Prix. Telma will kick off fashion week with an opening runway show, showcasing part of its latest SS25 collection at the event’s official venue in Shibuya Hikarie.
Nakajima expressed his gratitude, stating,
“Telma was launched during COVID uncertainty, but it was founded on believing in the power of clothing and craftsmanship. I’m fascinated by the wisdom and traditional techniques passed down in Japan and grateful to everyone who has supported Telma.”
Awards and Initiatives During Fashion Week
Throughout the week, various award ceremonies will take place, including the 10th anniversary of the Tokyo Fashion Award on September 1 at Omotesando Hills Space O. This event will celebrate all award-winning brands from the past decade and feature speaker events open to the public. The winner of the 2025 edition will be announced on the same day, followed by a party to kick off fashion week.
The Fashion Prize of Tokyo ceremony, where the 2025 award winner will be revealed, will occur on the final day, September 7.
