Amazon Aims to Breathe New Life Into Tokyo Fashion Week

TOKYO — Amazon is gearing up to make waves on Japan’s fashion scene.

The e-commerce giant signed on as the headline sponsor of Tokyo Fashion Week starting with the spring 2017 season. Rather than immediately making sweeping changes, Amazon used spring as an opportunity to learn from what previous sponsor Mercedes-Benz had done. Now that its second season of sponsorship starts March 20, Amazon is being bolder in its initiatives.