Tokyo Fashion Week Gets an Energy Boost

TOKYO — Japan’s largest fashion event of the season wrapped on Saturday, bringing to a close six days of shows, installations, exhibitions and related events. It’s been one year since Amazon signed on as the week’s main sponsor, replacing Mercedes-Benz. Both organizers and visitors agreed that the professionalism and organization of the events have improved in recent years.
“I feel like [Tokyo fashion week] is becoming fully developed,” said Nick Wooster, who has been coming to Tokyo the past several seasons as a judge for the Tokyo Fashion Award. “I think everyone is fighting for competition between the phone, between what’s left of publishing; there’s so much noise out there that it’s nice to see a really focused week where we had great international designers like Undercover, Sacai and The Soloist, alongside emerging talent. And I think that that’s been the hallmark of this season.”
Masahiko Miyake, board chairperson of the Japan Fashion Week Organization, said the investment by Amazon has helped to “warm up” fashion week and create more of a buzz around the event.
This season, some of the most talked-about shows were those that fell under Amazon’s At Tokyo program, which aims to get involvement from brands that normally wouldn’t

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