During Paris Women’s Fashion Week this March, the TOKYO FASHION AWARD—organized by the Tokyo Metropolitan Government and the Japan Fashion Week Organization (JFWO)—hosted a dedicated showroom, showroom.tokyo in Paris, alongside a pop-up event at the concept store Elevastor in Paris.
The initiative is designed to support Tokyo-based fashion brands in expanding globally and growing their business. Through its continued presence in Paris, one of the world’s leading fashion capitals, the award has steadily strengthened its international visibility.
Eight Brands Present Their Fall/Winter 2026 Collections
A total of eight brands, selected from TOKYO FASHION AWARD 2026 and TOKYO FASHION AWARD 2025, participated in the showroom and pop-up.
The lineup included KAKAN, mukcyen, YOHEI OHNO, yushokobayashi, HATRA, RIV NOBUHIKO, SATORU SASAKI, and TAN.
Each brand presented its Fall/Winter 2026 collection, offering insight into the current state of Tokyo-born creativity and its evolving direction to the Paris market.
Showroom in Le Marais Draws Around 140 Visitors
From March 5 to 10, showroom.tokyo in Paris was held in the Marais district, presenting the latest collections from participating brands. The event attracted approximately 140 visitors in total, including buyers, journalists, and influencers from Europe, Asia, North America, and Oceania.
On the opening day, a cocktail reception and model presentation were held. Models moved throughout the showroom wearing the collections, transforming the space into an immersive environment that brought each brand’s world to life and captured the attention of attendees.
Pop-Up at Elevastor Offers Retail-Focused Experience
In parallel, from March 4 to 10, the “TOKYO FASHION AWARD POP UP EVENT in PARIS” took place at Elevastor, a concept store also located in the Marais.
A cocktail reception on the opening day welcomed press, clients, influencers, and industry professionals. Within a retail-oriented setting distinct from the showroom, the brands’ products were presented in a way that closely reflected real consumer experiences.
By running the showroom and pop-up simultaneously, the initiative created a multifaceted platform that communicated both the creative vision and market potential of each brand.
A Platform Highlighting the Present and Future of Tokyo Fashion
Through its continued presence in Paris, TOKYO FASHION AWARD has established a strong pathway connecting the unique creativity of Japanese designers with the global market.
No longer just a support program, it has evolved into a practical platform that bridges Tokyo and the world—playing an increasingly significant role in shaping the international trajectory of emerging Japanese brands.
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