TOKYO’S FASHION WEEK IS BACK AND BIGGER THAN EVER | yohana
Make your way past the street style photographers, the greeters handing out the latest copy of WWD, the video of Jessica Stam being photographed by Terry Richardson atop a Mercedes-Benz, and the floor-to-ceiling ads for Maybelline featuring the faces of Charlotte Kemp Muhl and Christy Turlington, and you’ll finally arrive at the main runway. No, this isn’t New York Fashion Week—rather, it’s Tokyo’s new and improved Fashion Week.
The biannual event, which kicked off yesterday, nearly didn’t make it. Just seven months ago Japan Fashion Week’s fall 2011 was canceled. It was scheduled to start just a few days after the devastating earthquake and tsunami that hit the Asian country back in March and aside from the obvious tragedies, and the somber mood that spread across the country, sewing and production plants were drastically affected and it wasn’t quite clear if designers would even be able to make a spring ’12 collection. Then, in July, IMG took on the fledgling Japan Fashion Week. In addition to the slew of big-name sponsors (besides Maybelline, which signed a three-year sponsorship contract, DSL and ShopStyle are on-board), the event received a new name: Mercedes-Benz Fashion Week Tokyo. Call it a superficial change, but it aligns this Fashion Week with several of the other upper-tier Fashion Weeks, including New York’s and Miami’s.
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