Amazon to sponsor Tokyo Fashion Week

Tokyo Fashion Week, the biggest fashion festival of Japan, has a new headline sponsor, Amazon Japan, replacing Mercedes-Benz who have supported the event for 10 seasons.

The online retailer has signed a “multiyear” deal to sponsor the Tokyo shows, the full duration of which has not been disclosed, along with the financial details of the agreement.

The sponsorship is the latest fashion-related venture for Amazon, it has previously supported the Met Gala in 2012 and is currently the title sponsorship of New York Fashion Week: Men’s. In addition, it has also created the Amazon Fashion Studio Sessions, a student competition to nurture emerging creative talent, and opened of two photo studios in New York and London.

“With fashion as one of the fastest growing categories for Amazon Japan, we’re excited to be collaborating with JFWO to become the title sponsor of Amazon Fashion Week Tokyo,” said Jasper Cheung, Amazon Japan president. “We are committed to making Amazon Fashion an online destination for fashion and accessories, focused first and foremost on the customer, and also demonstrate Amazon’s continued support of the fashion industry.”

Amazon fashion vice president, James Peter added: "Our objective is to offer Amazon customers the fashion brands they want. Part of delivering on our promise for great selection is through our commitment to the fashion industry and fostering new designers, including giving them the opportunity to take advantage of Amazon’s marketplace.

“By sponsoring Tokyo Fashion Week, we look forward to working with JFWO to continue supporting Japan-based designers to showcase their collections.”

Commenting on the new headline sponsor, Japan Fashion Week Organisation chairman, Mr. Miyaka, said: “The new Tokyo Fashion Week under the sponsorship of Amazon Fashion will give us the opportunity to elevate Japanese fashion and share the creations of Japanese designers, especially emerging ones, more than ever before to a global audience.

“Amazon is becoming more essential as a channel for the fashion industry, not only for e-commerce, but also for awareness. I’m confident that the collaboration between Amazon and JFWO will ensure a great future for Fashion Week.”

Tokyo Fashion Week was launched 12 years ago and attracts around 50,000 visitors each season.

The 23rd Tokyo Fashion Week will run October 17 to 23 at Shibuya Hikarie complex and Omotesando Hills shopping mall.

Image: courtesy of Amazon Tokyo Fashion Week