The Japan Fashion Week (JFW) Organization hosts the “CREATIVE JAPAN Fashion Fair” in Riyadh, Saudi Arabia as part of the Cool Japan Overseas Strategy Project by the Japan Ministry of Economy, Trade and Industry. JFW Organization presented the 20 brands that would be participating in this fair.

“CREATIVE JAPAN Fashion Fair” will be held from Feb. 25th to Mar. 10th at Harvey Nichols Riyadh department store. Under the support of the creative industry department of the Ministry of Economy, Trade and Industry, the fair aims to introduce the qualities of Japan today through test marketing sales overseas of fashion and lifestyle products created by Japanese brands.

The ankle length black gown, abaya is the required traditional women’s wear of Saudi Arabia. Since there is no requirement regarding what is worn underneath the abaya, many women wear Western types of fashion including jeans and T-shirts. In women only societies such as offices and schools, women take off the abaya and show off what they are wearing inside. As a result, the consumption of women’s apparel is growing steadfastly and provides many opportunities for investors such as specialty store retailers of private label apparels (ZARA, MANGO etc.).

A DEGREE FAHRENHEIT, FUGAHUM, PLEATS PLEASE ISSEY MIYAKE, SOMARTA, TSUMORI CHISATO, BAO BAO ISSEY MIYAKE, Q-pot., Tokyu Hands and others focusing on women’s brands (main target of Harvey Nichols Riyadh department store) are featured. The brands were selected by a panel of judges and recommendations from Saudi Arabian representatives.

Contemporary artist Teppei Maki creates key visuals for “CREATIVE JAPAN Fashion Fair” using the main characters from four master works, Astro Boy, Black Jack, Princess Knight, and Kimba the White Lion of manga artist Osamu Tezuka as motifs. Tezuka’s works were selected as they are well known and popular in Saudi Arabia. The visuals will be used for PR activities and Visual Merchandising (VMD) in store spaces to promote the world of “Cool Japan” to local media and consumers.

【Participating Brands】
■Apparel
A DEGREE FAHRENHEIT
FUGAHUM
GASBOOK tee
motonari ono (exhibition only)
PLEATS PLEASE ISSEY MIYAKE
SOMARTA
TSUMORI CHISATO

■Fashion Accessories
asumi bijoux (accessories)
BAO BAO ISSEY MIYAKE (bags)
Chiso (scarves)
Coquette (bags)
e.m. (accessories)
Furifu (Japanese accesories)
KEIKO KUROISHI (scarves)
Q-pot. (accessories)

■Interior goods / Stationary
amabro (baby / kids goods, Japanese tableware)
Hanahyakuyou (interior fabric goods)
SWATi (candles)
Tokyu Hands (stationary / goods)
WASARA (disposable paper dishes)