To improve the fashion week itself, the event will continue under its current concept, “Open, Fashion Week,” which is devoted to supporting Tokyo’s local fashion scene among a larger audience. The 2025 season will feature the newest and best-quality designs under the topic “FASHION FANFARE.” The theme attempts to “capture a playful nature and the anticipation for the start of fashion week,” according to the organizers. To encapsulate the notion of “expressing the joy of freedom to dress in your own style,” the ad combines items from cooperating manufacturers with transitional wardrobes. As a fashion festival, it seeks to showcase, via a range of activities, the beauty and joy of fashion.
33 labels in all, including 26 with live events and concerts and 7 new to the program, are expected to participate this season, according to the Japan Fashion Week Organization (JFWO). A handful of Filipino designers collaborating with the Manila Fashion Festival, as well as the Bali-based House of Mua Mua, are among the seven foreign labels selected to participate this year.
According to OUI Speak Fashion, a number of associated events will take place during fashion week, including “TRANOÏ TOKYO S/S 25” in collaboration with JFWO, “TOKYO AI Fashion Week 2025 S/S” honoring generative AI and fashion, Denim Run TOKYO, and a unique collection by J∞QUALITY. As with the previous season, Shibuya Hikarie and Omotesando Hills will serve as the primary performance spaces.
Two companies will once again have honorary spots on the program as part of competitive initiatives meant to boost local brands throughout the globe. This year’s recognized brand for Rakuten’s “by R” project, which has previously elected Bape and Marimekko, is Sulvam, according to the fashion week sponsor.
As part of Rakuten FWT’s deeper links to the French capital’s own event, the nomination will also see Sulvam included to the official program of Paris Fashion Week SS25, where it expects to gain a more stable footing among a worldwide audience. Rakuten will provide additional support for the Sulvam welcome extravaganza, which will commemorate the inauguration of the brand’s flagship shop in Paris.
Terumasa Nakajima’s Telma, a womenswear brand, is another local label that is becoming more well-known this season. Telma is one of an increasing number of brands to receive JFWO’s Next Brand Award Grand Prix. Fashion week this season will begin with an inaugural runway show hosted by Telma on Monday, September 2nd at 11:30 AM, showing his latest SS25 collection.
As stated in a statement, Nakajima said that, “I would like to take this opportunity to thank JFW and the committee for honoring Telma as this year’s “JFW Next Brand Award” and to convey my sincere gratitude to everyone who has supported the brand, according to Fashion Value Chain.
Other notable participating brands include SHINYAKOZUKA, VIVIANO, and yoshiokubo, which have gained recognition through awards and the “by R” project in recent years.
Some of the other noteworthy companies that are taking part include yoshiokubo, VIVIANO, and SHINYAKOZUKA. These brands have recently been well-known due to accolades and the “by R” project.