Picture it: laser beams, pounding music and 24,000 girls screaming, “Kawaii!”—Japanese for “cute”—at practically everything that comes down a 150-foot-long runway. Welcome to the Tokyo Girls Collection, held at the Saitama Super Arena in the suburbs of Tokyo.
“This is the World Cup of real clothes,” boasts Fumitaro Ohama, chief executive officer and Webmaster of Xevel, the company that produces the event. “When watching the fashion show at the venue, girls are so excited and moved that some of them cry. There are still many girls who have not seen fashion events, and what we are doing is…creating chances for girls to enjoy fashion, as well as for Japanese fashion industries to show their designs.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"