JAPAN: Thousands of Japanese girls on Saturday attended a fashion show in Yokohama to buy the latest fashion items as soon as they appear on the catwalk

Record ID: 1491692

  • Title: JAPAN: Thousands of Japanese girls on Saturday attended a fashion show in Yokohama to buy the latest fashion items as soon as they appear on the catwalk
  • Date: 10th March 2007
  • Summary: (L!WE)YOKOHAMA, KANAGAWA PREFECTURE, JAPAN (MARCH 3, 2007) (REUTERS) VARIOUS OF MODELS WALKING ON A CATWALK AT TOKYO GIRLS COLLECTION CLOSE UP OF MIRROR BALL MORE OF MODELS WALKING ON A CATWALK WIDE OF FASHION SHOW AUDIENCES WAVING TO MODEL MODELS WALKING WIDE OF FASHION SHOW AUDIENCE CHEERING AUDIENCE IN SECOND FLOOR SEATS
  • Embargoed: 25th March 2007 10:00
  • Keywords:
  • Location: Japan
  • Country: Japan
  • Topics: Arts / Culture / Entertainment
  • Reuters ID: LVA8LGO31CY2R7VEIIU6M9FMGTHN
  • Aspect Ratio: 4:3
  • Story Text: Close to 20,000 girls descended upon a giant stadium outside Tokyo for a massive fashion show featuring favourite models skipping down the catwalk wearing cute and outfits that could be bought at booths just metres away from the catwalk or via cell phones.
    The concept behind Tokyo Girls Collection, which took place on Saturday (March 3) for the fourth time since 2005, is to stage items that would be worn by young women as everyday outfits, rather than expensive showcase haute-culture dresses from Louis-Vuitton or Chanel.
    The six-hour programme featured shows by brands such as Maison Gilfy and Delyle, which are not widely known outside Japan but are among the most popular in Sibuya, Tokyo's high-school students' favourite shopping zones.
    "Even though there are tons of young girls who love to dress up, usual fashion shows have normally only featured items too eccentric to wear as daily fashion for ordinary people and been showed only for limited persons. Instead, this fashion show is for ordinary young girls to give a chance to take a look at the latest fashions they want to buy and wear." said Momo Kanou, spokeswoman of the organizer.
    For many girls, the show was more about getting a glimpse of the heroines they see in magazines like CanCan -- their fashion bibles.
    "They are all so cute and inspiring," said one audience member, 21-year-old student Hisae Ichikawa.
    "Japanese fashion brands are in no way inferior to European brands and they are getting better year by year," added 23-year-old student Sachie Ichikawa.
    Sponsoring the event was a company called Xavel Inc.
    Since its launch in 1999, privately-owned Xavel has expanded into field of electronic-commerce, targeting the booming market of shopping on mobile phones.
    Now, the company, located in the heart of young fashion district Shibuya, is among the biggest online retailers in Japan with sites including girlswalker.com and fashionwalker.com. It also offers job posting and real-estate services for young women.
    Last year, Tokyo Girls Collection was held in Paris as part of the event featuring Japanese culture. Later this month, the show will travel to Beijing to tap into China's booming consumer market.
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