Dstrategic expansions. In a historical moment marked by a great economic uncertainty, gripped by constantly increasing inflation, nothing is left to chance. Especially by the most influential brands of luxurywell aware and aware of where it is better to invest your energies (and not only). There Dior Kyoto fashion showstaged a few days ago, then testifies to the growing importance of Japan for the Luxury fashion.
The show imagined by Maria Grazia Chiuri inside the Garden of the Temple of Tō-Ji It is only the last example of countless events and initiatives dedicated to the country of the Rising Sun. Retrospectives, exhibitions, openings of new boutiques and cultural spaces: historic fashion houses, as well as smaller and emerging brands, cannot do without Japan. Strong of a luxury market which in 2023 touched the 30 billion dollars in value, increased by 17%.
A golden moment
There are several factors that are contributing to the positive period for the luxury in Japan. First of all: the weakening of the yen (the local currency) and the tourist boom post-Pandemia. The two phenomena, on the other hand, are closely linked. The constant and voluminous flux of tourists from China, United States, Australia And South Koreain fact, finds very advantageous to shop in Japan, where the exchange rate is favorable for them. Foreign consumers, therefore, are responsible for the increase in sales in department stores and duty-free departments. Not surprisingly, according to the Financial Timeslo foreign shopping It represents a third of the sales of luxury brands in the country. To this is added, moreover, the growing expenditure by the population Japaneseespecially among the exponents of the X generation.
A look from the last Rakuten Tokyo Fashion Week, known for the unique street style and the meeting of different subcultures (Photo by Mila Gruber/Getty Images)
Dior Kyoto parade: luxury moves to Japan
The Dior Kyoto fashion show, dedicated to the Fall 2025 collection, renewed the dialogue between East And Westpaying homage to a place and culture already much loved by Monsieur Dior himself. But not only: staging a défilé Of this reach it means recognizing the importance and value of that country, especially from an economic point of view. A weight testified by the numbers spread by the luxury groups themselves. LVMHfor example, in the first quarter of 2024 in Japan recorded an increase in sales of 32%, the highest growth rate among the regions. Keringfor its part, speaks of an increase in revenues of 16% in the same period of the year, while Prada It makes itself strengthened by +46% of sales (especially thanks to tourists).
A look of the Dior Fall 2025 fashion show, presented in the garden of the Tō-Ji Temple, in Kyoto, on April 15, 2025 (Photo: Courtesy of Dior)
This small economic boom has led many maison to invest even more on the Japanese market. With an increase in sales equal to 25% in the first quarter of 2024, Hermès He opened his second boutique in Japan, inside the Mitsukoshi department stores in the famous Ginza neighborhood in Tokyo. Remaining in the capital, Balenciaga He revealed his new flagship store distributed on three levels, thus reaching 37 stores on Japanese soil.
Between culture and shopping
The Loewe Crafted World Tokyo exhibition is open to 6 Chome-35-6 Jingumae, Shibuya, Tokyo until 11 May 2025 (Photo: Courtesy of Press Office)
Beyond the public of tourists, the clientele Japanese It stands out for the attention to detail, the quality of the garments and the culture of a brand. Here then the presence in the country of many maison is accompanied by experience culturalexhibitions and retrospectives, aimed at telling an unprecedented side of the brand, immersing consumers in their universe. At the end of March, for example, Loewe inaugurated in Tokyo Crafted Worldthe first great exhibition dedicated to the history of the fashion house, with a focus on the Spanish historical-cultural heritage and on the commitment for the protection of hand processing.
Last summer, however, Gucci he had presented Bamboo 1947: Yesterday and today celebrating the 60 years of Gucci in Japan. A journey through one of the symbolic creations of the Italian maison, also reinterpreted by local artists. In addition to contemporary luxury, Japan is known for the unparalleled and well -stocked shops vintage And second-handwhere to find real grail and treasures. The passion for the fashion of the past, therefore, testifies to the profound knowledge and heartfelt interest by Japanese consumers for the history of the maison they buy. A concept that is good beyond a simple bag or a new pair of shoes.
Finally, with the yen in constant decline, Japan is likely to remain the luxury mechanic for a while. Let’s wait for other shows and new boutiques.
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