September 25, 2017 by Chris Kilkus
Amazon Flexes Its Muscle With Tokyo Fashion Week
THREE’S A CHARM: For its third season as headlining sponsor of Japan’s biggest fashion event, Amazon is drawing on its considerable influence across industries to get more big name brands to participate in Tokyo Fashion Week.
Last season, Amazon launched the At Tokyo program, through which it invited three brands that would not normally be a part of fashion week to show their collections. This season, which is scheduled to run from Oct. 16 to 22, it is expanding the program to include more brands with a larger influence. TakahiroMiyashitaTheSoloist, Toga and BlackEyePatch will each present their collections in solo displays, while Sacai and Undercover – easily two of Japan’s most influential brands at the moment – are to team up on a show that is sure to be one of the hottest tickets of the week.
In addition to providing financial support for the shows themselves, the At Tokyo program gives brands the chance to sell their collections online through Amazon Fashion. Since Amazon Japan offers international shipping of many items, this theoretically can help smaller Japanese brands reach a more global audience.
This season will see 55 brands take part in Tokyo Fashion Week, of which 22 will be participating for the