Tokyo Girls Collection
The Tokyo Girls Collection staged its 2nd fashion show on September 2, 2007 at Saitama Super Arena in Saitama Shintoshin. This fashion show is very different because it is a show for REAL people. Unlike the usual fashion show that targets reporters and wives from the high society with connexions, this show targets teens and young people; so in a way, this direct marketing tactic is a brilliant concept, in my opinion! The theme is tagged as REAL FASHION FOR REAL WOMEN.
Most of the fashion presented on the show is affordable, smart and down to earth enough for the mass consumers appeal.
The Tokyo Girls Collection aims to transmit the clothes that Japanese youngsters actually wear to the rest of the world as a form of Japanese culture and to help boost the domestic fashion market. The festival attracts international media, and the Tokyo Metropolitan Government and the Japan External Trade Organization joined the list of supporters of the fifth event.
Twenty-one brands came together under the common theme of “supermix,” a word describing the current trend of mixing and matching items of varying styles. Most were domestic brands, such as VICKY, SmackyGlam, and Rich. The brands previewed their collections in three separate stages, dubbed “elegance,” “trend,” and “designers,” respectively. A total of 68 popular models stepped out of the pages of top fashion magazines and graced the runway in the latest styles amid shouts of “Kawaii!” (cute) and squeals of joy from the audience.
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