As we delve deeper into the fashion week season, Rakuten Fashion Week Tokyo (FWT) has now announced a number of details for its own FW24 event, taking place from March 11th to 16th.
Topping the list is Finnish label Marimekko, which is taking part in the fashion week for the first time as part of Rakuten’s By R initiative, which aims to promote the presence of Japanese fashion brands.
The inclusion of the brand’s show, which will take place on March 15, is part of Rakuten’s efforts to increase the international appeal of the Japanese Fashion Week and bring Marimekko even further into the spotlight among consumers in the region.
A similar approach was taken last season when streetwear label BAPE was named FWT’s ‘headliner’, resulting in a highly anticipated show celebrating the Japanese-based brand’s 30th anniversary.
Marimekko is also celebrating a milestone this year: the Unikko print, a poppy pattern that has become synonymous with the brand itself, turns 60 years old.
Marimekko is pleased to be at Rakuten FWT for the first time with the support of the ‘By R’ project. Throughout 2024, we will be celebrating the 60th anniversary of our most famous print, Unikko, and the AW24 collection marks its grand finale,” said Marimekko’s Creative Director Rebekka Bay.
In addition to Marimekko, another 42 brands are taking part in Rakuten Fashion Week Tokyo this season. This is done through fashion shows, installations and video announcements, many of which are streamed live on a dedicated platform.
This translated post previously appeared on FashionUntied.com