Filming fashion

The suddenly rescheduled Rakuten Fashion Week Tokyo has just wrapped up, with related tradeshows and exhibitions that follow the shows continuing until the end of the month. The new early September dates for debuting the spring/summer collections, some three weeks earlier than Tokyo fashion weeks of seasons past, make it easier to imagine what the clothes would be like to wear in their intended season.

Due to the current COVID-19 situation in Tokyo and beyond, the vast majority of shows were either broadcast as a pre-recorded video, streamed live or simply released as a digital lookbook. Given that these brands represent the forefront of domestic fashion, it was surprising to see some not breaking 500 views on the event’s official YouTube channel, with even the bigger names barely inching toward 2,000 views. Some brands probably employ more people than those who watched the show live.