Rakuten Fashion Week Tokyo (FWT) is gearing up for its upcoming AW24 event, scheduled from March 11 to 16. The prestigious fashion week has recently shared some exciting details about the event, including the participation of Finnish label Marimekko. This will mark Marimekko's first appearance at FWT, made possible by Rakuten's 'By R' initiative aimed at supporting Japanese fashion brands.
Marimekko's show is set to take place on March 15 and is expected to be a highlight of the fashion week. Rakuten's inclusion of the brand demonstrates the platform's commitment to building the international appeal of Japanese fashion while also giving Marimekko a chance to shine in the Japanese market. This strategic approach was successfully implemented last season when streetwear label BAPE headlined FWT, generating considerable anticipation and celebrating the brand's 30th anniversary.
Similarly, Marimekko is celebrating a momentous year as it commemorates the 60th anniversary of its iconic Unikko print. This lively and distinctive poppy design has become synonymous with the Marimekko brand. Speaking about the event, Marimekko's creative director, Rebekka Bay, expressed her excitement: 'Marimekko is thrilled to showcase at Rakuten FWT for the first time with the support of the 'By R' project. Throughout 2024, we are celebrating the 60th anniversary of our most beloved print, Unikko, and the AW24 collection will be its grand finale.'
Beyond Marimekko's participation, Rakuten FWT has announced that a total of 42 brands will be taking part in the event. These brands will showcase their collections through fashion shows, installations, and video announcements. To make the event accessible to a wider audience, many of these showcases will be livestreamed on a dedicated platform, allowing fashion enthusiasts from around the world to indulge in the creativity and craftsmanship on display.
Rakuten FWT continues to position itself as a major platform for Japanese fashion, attracting both established and emerging brands. By featuring international labels like Marimekko, the event aims to foster cross-cultural exchange and elevate the profile of Japanese fashion globally. With its commitment to innovation and celebration of creativity, Rakuten FWT promises to offer a captivating experience for fashion lovers, while also supporting the growth and recognition of Japanese fashion on the global stage.
