On January 5, the Japan Fashion Week Organization (JFWO), the organizer and operator of Japan Fashion Week, announced the launch of a new logo to mark the event’s 20th anniversary.
The new identity symbolizes JFWO’s commitment to the continued growth of Japan’s fashion industry and its ambitions for greater global expansion in the years ahead.
A Legacy Logo That Supported Two Decades of Fashion History
The former logo, created in 2005 when JFWO’s predecessor, the Fashion Strategy Council, was established, visually embodied the mission of strengthening the international competitiveness of Japan’s fashion industry and positioning Tokyo as a global hub for fashion information.
For nearly two decades, the logo served as an enduring symbol of Japan Fashion Week, appearing across a wide range of domestic and international platforms. It played a key role in building recognition for the event and shaping its brand identity.
With its purpose fully realized, JFWO has now chosen to renew its visual identity as it moves into the next era.
The Concept Behind the New Logo
The concept of the new logo centers on communicating Japan’s approach to making clothes to the world.
The logo was designed by Park Sutherland, who constructed the kanji character for “clothing” from the letters “JFWO,” translating the organization’s philosophy into a visual form.
The simple composition of straight and curved lines draws inspiration from Japan’s traditional seal culture, while the circular motif references the Hinomaru, Japan’s national flag. By embedding meaning into the form itself, the design aims to spark dialogue and leave a lasting impression on those who encounter it.
From “Collection Business” to “Fashion Week Business”
Alongside the logo renewal, JFWO also announced a change in the naming of its core activities. What had previously been referred to as the “Collection Business” has been renamed the “Fashion Week Business,” a move intended to reinforce the recognition of the term “fashion week” and clarify the scope of the organization’s activities.
The change reflects JFWO’s intention to more directly communicate its role in presenting Japanese designers and creative talent to the global stage.
JFWO is a rare organization globally in that it combines two core functions: the Fashion Week Business, which promotes Japanese creativity internationally through fashion week initiatives, and the Textile Business, which supports the development of Japan’s textile industry both domestically and abroad.
As it marks its 20th anniversary, JFWO has made clear—through the introduction of its new logo—its determination to continue contributing to the sustainable growth of Japan’s textile and fashion industries, while looking firmly toward the future of global expansion.
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