On September 1, the Tokyo Metropolitan Government and the Japan Fashion Week Organization (JFWO) announced the winner of the 8th edition of the FASHION PRIZE OF TOKYO (FPT). This year’s honor was awarded to Norio Terada, the designer behind the brand YOKE.
YOKE’s Global Potential from Tokyo
Launched in the Fall/Winter 2018 season, YOKE has been built around the concept of “connection.”
After graduating from Bunka Fashion College, Terada gained experience working for several domestic brands and select shops before going independent in 2016. In 2022, he won the TOKYO FASHION AWARD, earning recognition as one of Japan’s next-generation talents to watch.
The brand name “YOKE” embodies meanings such as “to connect,” “bond,” and “yoke” in clothing construction. At the core of its design philosophy lies the idea of linking the many processes of garment-making—from materials to threads, fabrics, cutting, sewing, and finishing—as well as connecting people to people, and people to objects. Each season, Terada presents a sophisticated style that blends relaxed elegance with an edgy sensibility, often drawing inspiration from diverse artists and cultural movements.
The FASHION PRIZE OF TOKYO jury evaluates candidates based on criteria such as the potential for growth as an international brand, the ability to expand recognition through design and price positioning, and the readiness and ambition for overseas expansion. Among the nominees, YOKE was chosen as the brand with the highest potential.
The jury included notable industry figures such as Yukari Negishi, Women’s Creative Director of Ron Herman, and Motofumi “Poggy” Kogi, fashion curator.
As part of the award, YOKE will be given opportunities to present internationally, including show events in Paris in January and June 2026, as well as a showcase during Rakuten Fashion Week TOKYO in March. Further details will be announced at a later date.
Established in 2017, the FASHION PRIZE OF TOKYO aims to support Tokyo-based designers in expanding onto the global stage. Over the years, it has selected several emerging brands that have gone on to make their mark internationally.
With this year’s award, YOKE is expected to solidify its global presence further and continue its growth as one of Japan’s most promising contemporary brands.
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