From manga to anime to music, Japanese soft power, also known as “Cool Japan,” has captured the world’s attention. In the fashion world as well, the profound creativity of Japanese products has great potential on the international market. As a way of broadcasting Japanese fashion culture to the rest of the world, the government supports the Japan Fashion Week in Tokyo (JFW). Now in addition, tokyoeye has been established to further strengthen Japanese fashion businesses in the world’s fashion capitals.
tokyoeye is a project for supporting Japanese fashion brands in their expansion outside Japan. Taking “Cool Japan” and filtering it through a Tokyo perspective, several fresh, modern Japanese fashion brands have been selected for exhibition in either Paris or Shanghai. In cooperation with local showrooms and press, they will have the opportunity to appeal directly to buyers, press, and consumers.
The goal is to support brands with potential that are planning to extend their business overseas.
Together with a showroom in Paris and industry press, creators will have the opportunity to show their collections directly to professional buyers, to the public and to the press. Several brands already successful in Japan have been chosen by the selection committee.
Two commercial events are scheduled : the “corner” of Colette from February 15th to 27th, 2010 and TRANOÏ SHOWROOM from March 4th to 11th, 2010.