Let's hear it for the girls: Fashion, music and celebrities
The Girls Award, a twice-yearly event not unlike the already massively popular Tokyo Girls Collection (TGC), proves that the trend of daylong fashion festivals is picking up speed.
With its first event a year ago, The Girls Award is a daylong event packed with mini fashion shows, musical acts, modeling contests and celebrity performances. The most recent round, held April 29, saw guests Iconiq, SDN48, AAA and others perform between fashion shows given by local names such as Loveless, Guild Prime and Apuweiser-riche — brands that are considered more mature and sophisticated than those shown at rival TGC.
Unlike most fashion shows, the clothing is on-season, so items seen on the runway can typically be bought immediately at the stores.