Hello. I work in press for a domestic apparel brand. I'm half Japanese and half Brazilian. I was excited to write about art, but...

Please bear with me for a moment.

A while ago, the International Herald Tribune featured an article by British fashion journalist Suzy Menkes, arguing that art is becoming fashionable.

The article specifically focused on art fairs, which primarily aim to sell and buy, and described the "win-win" relationship between the art and fashion industries. The art industry successfully incorporates fashion industry actors to expand its customer base. Meanwhile, fashion brands use art fairs as a promotional platform.

From the perspective of "pure art," this may be "unorthodox," but in the sense that it promotes sales, I think it can be considered a "win-win" relationship.

Looking back, what about Tokyo? There's Art Fair Tokyo and G-Tokyo, but... despite the large number of visitors to the fairs, you don't see many fashionable people, and you don't see any large-scale pop-up events there. At last year's Tokyo Art Fair, Somarta had a booth in collaboration with JFW, but it only exhibited works. It hasn't gone as far as brands using the power of art to promote their brand image.

When comparing with Western art fairs, the scale of the fair should also be taken into consideration, but I can only hope that Tokyo's art fairs will develop in the same way as Western ones in the future.