海外コレクションがつらぬく話題性は東京でも通じる？ざわざわするNYCとパリ vs. シーンとする美の東京 Does “Buzz” Translate Into Japanese? Why the Tokyo Shows are too Quiet for Comfort While Western Shows Deafen
Hear that buzz? It’s glorious, it’s fun, it’s exciting and it was all over the New York and Paris fashion week runways like the chicest car wreck you’ve ever witnessed. And some brands are going to be hugely popular and sell well because of it next season .
Buzz is what makes a fashion week tick. You think the shows are for buyers? Nah, they see the clothes up close before or after the show. Why put on a pricey runway show then? Well dahling, it’s not just for jollies (here, just EAT my $30,000+++). It’s to get people talking, to set a mood for the brand’s worldview and to show the clothing in 3D movement.
「ざわざわ」してるの、分かる？それは壮麗で、楽しくて、
このざわめきが、
Dresscamp hooplah 花びら舞い降りるドレスキャンプ
So let’s see, for example, what NYC and Paris did to get their buzz on:
さあ、
どれどれ・・・ たとえば、NYとParisがどうやって世の中をざわざわさせた
Victoria Beckham: Celebrity designer bringing her child to her show (Victoria Beckham and David with Harper)
Victoria Beckham: セレブリティーデザイナーと彼女の子供をショーに連れてきた（V
DKNY: Celebrity Rita Ora walking in the show/performing at the afterparty.
DKNY:超有名セレブシンガー・Rita Oraがランウェイを歩き、アフターパーティーでライブ。
Diesel Black Gold: One word: Kanye. Ok, two words: Grand Central Station (cool venues are important, too!)
Diesel Black Gold: 一言で済むわ。Kanye。二言で済ませると,グランドセントラルステーション（だって、会場も大事な関係で、ここはすごすぎた！）
Opening Ceremony: Justin Bieber, Rihanna AND a fleet of souped-up cars that drove the models to the runway.
Opening Ceremony: Justin Bieber, Rihannaを招いたのと、
Tommy Hilfiger: Bloggers getting the best seat in the house and personal backstage concierges, a HUGE sand dune set, and a Red Hot Chilli Pepper soundtrack with a real Chilli Pepper in the audience (Kiedis).
Tommy Hilfiger: ブロガーたちをハウスの一番いい席に招待。さらに、バックッステージへアテンドしてくれた完全プライベートなコンシエルジュ。更々に、レッチリのBGMにレッチリ本人も最前列で顔を出した（！）。
Adidas Y-3: Yohji Yamamoto on the DRUMS y’all.
Adidas Y-3: Yohji Yamamotoがドラム演奏 (!!!)
NYC is kind of the king of buzz but Paris had it’s highlights as well, including Pharell at Comme des Garcons, more Kanye, Iggy Azalea on a golf cart late to the Kenzo show, MIA at the Balenciaga party, and Yohji Yamamoto suddenly showing NEON colors in amidst his usual all-black ouvre.
NYCが「ざわざわ」の王者だけど、Parisもなかなか話題性
Iggy Azalea and I at Yohji Yamamoto
Now let’s take a look at Tokyo….this is where the clothing is the star and celebrities/buzz/gossip don’t really factor in. Now whether this is the right choice to take for the media-friendly fashion week depends on many factors…who you’re talking to, the type of brand, the economy or sales at the time, etc.
Perhaps the biggest complaint about Tokyo Fashion Week’s participating brands is that the shows are lacking in such excitement as in the west. But that could also be our (the media’s) fault. After all, only boring people get bored right? And we’re either the loudest complainers (in my case) or the quietest non-protesters ever (most everyone else). Yes, we could just be a jaded, bored lot. At the same time, the “build it, and they will come” type mantra doesn’t work all the time either. Throw the clothes on the runway and people will clamor for you! No way Jose. Time to throw some hornets on this nest and get some BUZZ, don’t you think?
じゃあ、次は東京を見てみよう。
ここでは、「セレブ、デザイナー、ゴシップ」よりも「洋服」がスター。メディア向けのファッションショーでこういうスタンスをとるの正しいか間違いのかは色々な要因が関わってくる。たとえば…どんな者に向かって話しているのか、どのブランドなのか、その期の経済力、タイミングや時代だったり次第。
もしかすると、
But I have seen some “buzzy” things in the past, for example:
The lolita brand Liz Lisa on the runway (and mens gyaru-o brand Vanquish the same year) :
ほら、改善の余地ありでしょ？もちろん、
ロリータブランドのLiz Lisaがランウェイショーをやったり、
That time Hisui went super anti-nuclear and political after the earthquake with a dress of a map of nuclear reactors,
Hisuiが熱烈な反原発主義になって、地震後、
Pretty much every single Anrealage show which shocks and surprises,
Anrealageのショーは、
The crazy gothic shows/stories by Alice Auaa,
Alice Auaaによる狂気的なゴシックパフォーマンス、
Christian Dada’s coffin outfit on the runway,
Christian Dadaの棺の衣装とか。
Guts Dynamite Cabarets with their dance numbers and “alternative” performers (very JPG, doncha think?)
ガッツダイナマイトキャバレーの独特なダンスパフォーマンスと特性仲間
“Otaku” Mikio Sakabe’s Akihabara idol group as models. Or how about when he and Chim Pom set fire to those deformed Disney character costumes?
“オタク”と自分で主張しているミキオサカベがランウェイに秋葉系アイドル達を出したとき。それか、Chim↑Pomと一緒にデフォルメの着ぐるみに火をつけて溶かしたショーだったり（すごかったわ）。
Remember when Irina Lazareanu walked the good shows for the 2010 AW season? And we’ve had Andrej Pejic too.
たまにビッグなモデルも来てたね。2010秋冬シーズンにirina Lazareanuが来日。Andrej Pejicも登場してたね。
And a few celebs scattered here and there. Celebrities not supporting Tokyo Fashion Week at all is a disappointment in my book and I wonder if Japanese celebs care about fashion half as much as they say they do. Even Brazil, Australia, China and korea get more love from famous faces at the fashion shows than in Japan.
I really wish that there was more buzz-worthy happenings in Tokyo, something that will catapult a brand into the mass public eye both domestically and overseas. Viral isn’t the only way, but it’s ONE way to get noticed. Without something, they will surely be stuck in the “Tokyo Fashion Week brand” category that is too cozy of a niche…*too* cozy to be comfortable. Time to get your buzz on guys, and get some honey in return.
あとは、ちらほらセレブが出現するくらい。
東京にも、もう少し話題を集めるような、何か、
さあ「ざわざわ」が ハ ジ マ る？
Assistant editor Lisa Ishiwata
For me it’s quit ironic that the japanese celebrities doesn’t value their own fashion week.
Japan is known for their unconventional style, for being brave in mixing and creating new esthetics.
So it’s weird to know that at the same time most people doesn’t know that Japan also has a Fashion Week, just like New York or Paris.
I truly agree that Japan needs more buzz around the Fashion Week, on the runaway and on the streets !
In my opinion Fashion’s Night Out had more buzz than the latest Fashion Weeks.
Maybe they need to be more creative and more open mind to new ways of advertising and marketing !
Great text ! I really enjoy reading your posts !
Take care,
Ellen
http://www.universeandyou.com.br
yes it’s so weird… not even the people in the mall where the shows are being held know that it’s happening!
This was a feeling I had : why people (japanese and international)don’t really notice Tokyo fashion week ? It seems really calm … and you made this article and I have now my answer. So I agree with you ! Japanese Bring more excitement to your fashion week !
Nice article ! :)
Sorry for the late response and approval! yes, it’s a shame that Japanese fashion is considered so good but the fashion week doesn’t get much notice… I think they are trying to make it like a London Fashion Week that showcases more young up and comers rather than established brands.