Feature

The roadmap to development

TEXT：SHIGETO ICHIKAWA

Is there also ‘Japan passing (ignoring Japan)’ in the fashion world? In thepolitical arena there is an increase in the number of Western politicianswho pass over Japan in favor of China. Despite the fact that Japan is stillthe largest fashion consuming nation in Asia, several companies havechosen to do their business in places other than Japan.

Regardless of those related to Japan’s fashion world who are optimistic about the situation, theglobal trend now is to search for a new consumer target, while promoting market opening ata fever pitch. Japan, with its aging society and decline of birth rate even rare by internationalstandard, will find it tough to expect investments on large scales as have been done up to now.With that being the case, the JFW (Japan Fashion Week in Tokyo) with Tokyo as its stage will bean option whereby Japan can further its mutual exchange with the world.

The JFW is an event to revitalize business jointly organized by the government and privatesectors. What the event is aiming for is the improvement of creations by designers, the expansionof business inside and outside Japan, and exports by small- and medium-sized materialsmanufacturers. The event has been held 5 times so far. In addition, the previous event saw anincrease in the participation by young people, thus sketching out the roadmap of the incubationof new designers.

The JFW has opened the doors to multinational young designers, allowing them to commencetheir creative activities by basing in Tokyo. They employ Japanese textiles and have theirdesigned apparels produced at sewing plants in Japan. In this country where the dependency oflarge companies on overseas business is on the increase, these designers are attempting to buildtheir brands by centering on Japan.

In the present day where it is natural to achieve material procurement or production overseas,where costs are low, what we are attempting to do with the JFW may be going against thecurrent of globalization. Despite that, several powerful stores or media entities are now includingthe JFW in their schedules. Buyers are now not only showing up at the Tokyo collection, but alsoat joint shows and individual designer shows.

In Tokyo there are interesting designers and creative works. While adding the extra value of ‘Madein Japan’ to their creations, the JFW also provides a comprehensive business venue, which alsofunctions as the crossroad where Asia and the West meet.

This century is without any doubt one that belongs to Asia. The rapid rate of economic growthand active manpower will promise a prosperous future. In the sense of taking the initiative inthis fast growing Asia, the vitalization of the JFW is thus an imminent task. The JFW has leftrecords of facilitating the emergence of young designers and exports of Japanese-made items.Shouldn’t we be rendering the JFW as an established and main stage in Asia then?