So I am currently online checking out articles for work today, when I stumbled upon
this from
The Philippine Star's website,
PhilStar. I know that Japan
has belatedly realised that its fashion is very marketable worldwide, and that its brands have trouble finding a larger, more lucrative (read: international) market especially
in the face of the global recession (which, strangely, hasn't been felt within and around the Philippines... yet). With all these things happening at the same time, it's nice to see that the Ministry of Economy, Trade and Industry (METI) is trying helping its fashion designers gain a foothold abroad. Called Tokyoeye, this ambitious pilot project by METI toured the world, starting at Shanghai and finishing in Paris, just after Fashion Week no less. This endeavour follows other similar moves that aim to promote, quite aggressively, Japanese culture to the world, notably
the establishment of the Kansei Value Creation Initiative and the opening of the Kansei Value Creation Museum in Kobe and
the launch of “NIPPON MONO ICHI – Spirit of Creation” in cooperation with the Organization for Small and Medium Enterprises and Regional Innovation, Japan (SMRJ) which aims to help SMEs - fashion brands included (they still aren't as big as car companies, banks and electronics corporations, after all) - use consumer-oriented products as mediums for their messages they wish to send to consumers (spirit of creation), by guiding them through the planning and development, distribution and marketing phases.
To quote from
the Tokyoeye article on PhilStar:
The closing event in Paris was the highlight of Tokyoeye. From February to March, young Japanese brands like Aula Aila, Valentine’s High, Galaxxxy in Hi-Fi, Sachio Kawasaki, DRESSCAMP, Liz Lisa, Phenomenon, Duck Digger displayed their works at Colette — a boutique known as a bastion of cool.
Also according to the article, the Tranoï Showroom on rue Saint-Honoré opened young designers to deals with fashion buyers and merchandisers. If the designers play their cards right, we
can will see some of our favourites in Harvey Nichols, Bloomingdales and Club 21, among others.
I believe that
this effort is also related to Tokyoeye:
The Ministry of Economy, Trade and Industry (METI) will set up a Japan Booth at "MICAM SHOEVENT", the world’s largest-scale international footwear exhibition, and help Japanese companies exhibit their products. The event, taking place in Milan, Italy, is expected to attract about 40,000 buyers.
While Liz Lisa and even Cocolulu (strangely not a part of this line-up ... maybe because it's not highbrow enough?) are already making in-roads in Asia (I really wish I'd been able to go to the Liz Lisa Taipei store while I was in Taiwan last year), I definitely agree that the other brands need more buzz. Outside of the few people I know who have an idea of
However, the more I learn about the METI's past and present efforts, I'm getting the impression that METI is creating and promoting Tokyoeye as a high-end affair. What would happen to the Japanese street fashion brands and the youth subcultures that they inspired then, like Liz Lisa and Galaxxxy in Hi-Fi? Would it be the end of fukubukuro (loot bags) from our favourite stores? Will this turn our beloved "raw" tribe followings into haute couture exhibitions?
UPDATE: Strangely, there seems to be little news about Tokyoeye available online. Hmm. Here are some of the links that I was able to find (I didn't include those already posted earlier):
Article on
Modem Mag
Article on the
Mainichi Shimbun's English-language website
Thailand-Japan fabric and textile collaboration article on
FashionWindows