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Colorful Patchwork Paisley Pattern Hawaiian 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’.”

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Elsewhere Colorful Patchwork Paisley Pattern Hawaiian Shirt . other award ceremonies will also be taking place throughout the week, including the 10th anniversary of the Tokyo Fashion Award, which is to be held September 1 at Omotesando Hills Space O. Here, all the award-winning brands of the past 10 years will be celebrated in a space open to the general public, with speaker events to also be held throughout its duration. The winner of the 2025 edition will then be announced on the same day alongside a party to ring in the start of the fashion week. Fashion Prize of Tokyo’s ceremony, where the 2025 award-winner is to be announced, will then take place on the final day, September 7.In relation to Rakuten FWT, the Mainichi Fashion Awards, organised by Japanese newspaper Mainichi Shimbun and supported by the Ministry of Economic, Trade and Industry, is another to host its event during the fashion week. Commemorating the 110th anniversary of the publication and recognising achievements of the fashion industry in promoting cultural development, the ‘2024 Mainichi Fashion Awards’ will present for the 42nd time on September 2.An additional initiative supporting young talent will also be seen in a collaboration with Marronnier College of Fashion Design, which will hold a runway show on September 7 as part of Rakuten FWT’s official schedule. The school’s students will each present one work following the theme ‘Art of Passion’, showcasing their “individualist and youthful talent”, a press release noted.