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Abstract Watercolor Mosaic Flowers Hawaiian Beach Shirt . The Japan Fashion Week Organisation (JFWO) will be continuing its efforts of internationalisation for the next edition of Rakuten Fashion Week Tokyo, set to take place from September 2 to 7. For the SS25 season, the event will move forward with its ongoing theme ‘Open, Fashion Week’, dedicated to bolstering Tokyo’s local fashion scene among a wider audience in a bid to further enhance the fashion week itself.This is reflected in the chosen concept for this edition, ‘Fashion Fanfare’, shown already in imagery depicting what organisers said aimed to “capture a playful nature and the anticipation for the start of fashion week”. The campaign uses pieces from participating brands in a blend of cross-seasonal looks that intend to encapsulate “expressing the joy of freedom to dress in your own style”.A total of 33 brands will be presenting across the schedule, 26 of which will host physical shows and events and six being newcomers on the line up. There are also seven overseas brands that have been selected to participate this year, including Bali-based House of Mua Mua and a collective of designers from the Philippines, in a collaboration with Manila Fashion Festival. The latter, dubbed ‘Ph Mode x TYO by MFF’ on the schedule, is part of a partnership with Japan’s Stylem that will see select Filipino designers create a collection using materials from the fabric trading company for their presentation.

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Abstract Watercolor Mosaic Flowers Hawaiian Beach Shirt . As always, two brands will be taking honorary spots on the schedule as part of competitive initiatives designed to bolster local names on an international level. For Rakuten’s ‘by R’ project, for which Bape and Marimekko have previously been elected, the fashion week sponsor has chosen Sulvam as this year’s recognised brand.A decade on from designer Teppei Fujita founding the brand, Rakuten said it will celebrate Sulvam’s milestone year with a show to unveil its newly launched women’s collection. The nomination will also see Sulvam added to the official schedule of Paris Fashion Week SS25 as part of Rakuten FWT’s increased ties to the French capital’s own event, where it hopes to garner a more solid footing among a global audience. Rakuten will further back the launch of Sulvam’s reception gala marking the opening of the brand’s flagship store in Paris.Another local label gaining recognition this season is that of Terumasa Nakajima’s Telma, a womenswear brand that is now one in a growing number of names to win JFWO’s Next Brand Award Grand Prix, and as such will hold an opening runway show to kick off the fashion week. Here, Nakajima will showcase a portion of his latest SS25 collection at the event’s official venue in Shibuya Hikarie.In a statement, Nakajima said: “Telma was launched during Covid uncertainty, but it was founded on believing once again in the power of clothing and craftsmanship. I’m always fascinated by the wisdom and traditional techniques passed down in the regions of Japan through generations, and in awe of the genuine attitude and passion of all the people involved in its making. I take this opportunity to express my deepest gratitude for all the people who have continued to support Telma and thank JFW and the committee for recognizing the brand as this year’s ‘JFW Next Brand Award’.”