Rakuten Fashion Week Tokyo (FWT) is gearing up for its upcoming AW24 event, scheduled from March 11 to 16. The prestigious fashion week has recently shared some exciting details about the event, including the participation of Finnish label Marimekko. This will mark Marimekko's first appearance at FWT, made possible by Rakuten's 'By R' initiative aimed at supporting Japanese fashion brands.
Marimekko's show is set to take place on March 15 and is expected to be a highlight of the fashion week. Rakuten's inclusion of the brand demonstrates the platform's commitment to building the international appeal of Japanese fashion while also giving Marimekko a chance to shine in the Japanese market. This strategic approach was successfully implemented last season when streetwear label BAPE headlined FWT, generating considerable anticipation and celebrating the brand's 30th anniversary.
