By I. Hansana, Jadetimes News
The Japan Fashion Week Organization (JFWO) is set to continue its internationalisation efforts with the upcoming edition of Rakuten Fashion Week Tokyo, scheduled from September 2 to 7. For the Spring/Summer 2025 season, the event will build on its ongoing ‘Open, Fashion Week’ theme, which aims to elevate Tokyo's local fashion scene and engage a broader audience, further enhancing the event's profile.
The concept for this season, ‘Fashion Fanfare’, reflects this ambition, with imagery that organizers describe as capturing the playful excitement and anticipation for the week ahead. The campaign showcases cross seasonal looks from participating brands, celebrating the freedom of personal style.
A total of 33 brands will present during the week, with 26 holding physical shows and events. The lineup includes six newcomers and seven international brands, such as Bali based House of Mua Mua and a group of designers from the Philippines in collaboration with Manila Fashion Festival. The latter, titled ‘Ph Mode x TYO by MFF’ on the schedule, is part of a partnership with Japan's Stylem, wherein Filipino designers will create collections using materials from the fabric trading company.
Two brands will occupy honorary spots in the schedule, awarded through competitive initiatives aimed at promoting local designers internationally. This year, Rakuten’s ‘by R’ project, previously awarded to brands like Bape and Marimekko, has selected Sulvam, which will celebrate its 10th anniversary with a show unveiling its new women’s collection. As part of this recognition, Sulvam will also be featured in the official schedule of Paris Fashion Week SS25, reflecting Rakuten FWT's strengthened ties with the French event. Additionally, Rakuten will support Sulvam's reception gala marking the opening of its flagship store in Paris.
Terumasa Nakajima’s womenswear brand Telma is another local label gaining recognition this season, having won the JFWO’s Next Brand Award Grand Prix. Telma will open Rakuten Fashion Week with a runway show at Shibuya Hikarie, where Nakajima will showcase his latest SS25 collection. In a statement, Nakajima expressed gratitude for the support his brand has received and for the recognition from JFW, highlighting the brand’s foundation during the uncertainties of the COVID-19 pandemic.
The fashion week will also host various award ceremonies and initiatives throughout the week. The Tokyo Fashion Award will celebrate its 10th anniversary on September 1 at Omotesando Hills Space O, with an event open to the public and featuring speaker sessions. The winner of the 2025 Tokyo Fashion Award will be announced the same day, with a party to mark the start of the fashion week. The Fashion Prize of Tokyo will also announce its 2025 winner on the final day, September 7.
Additionally, the Mainichi Fashion Awards, organized by Mainichi Shimbun and supported by Japan's Ministry of Economic, Trade and Industry, will present its 42nd annual awards on September 2, marking the 110th anniversary of the publication. The week will also see a collaboration with Marronnier College of Fashion Design, where students will present their work in a runway show on September 7, showcasing the theme ‘Art of Passion’ and highlighting their youthful talent.
