The 2017 (35th) Mainichi Fashion Awards award ceremony was held in Tokyo on November 29th, with HYKE's Hideaki Yoshihara and Yukiko Oide receiving the Grand Prize. At the ceremony, Yoshihara said, "I believe that this award is the result of our sincere efforts and beliefs, and winning the award gives us the encouragement that the path we've been on is not wrong. This award is thanks to the cooperation of the factory and affiliated companies, store staff, and press, who helped us realize our ideas and vision." Oide expressed her joy, saying, "I'm happy to receive this award in this milestone year, marking the 20th anniversary of our founding, since we opened our secondhand clothing store in Daikanyama in 1997. We've been nominated since the Green era, and it was like we were being tricked into winning, so I thought, 'We can win after all!'" The Newcomer Award and Shiseido Encouragement Award went to Yuima Nakazato of YUIMA NAKAZATO, and the Kujiraoka Amiko Award, given to those who have made a significant contribution to the fashion industry, went to stylist Yasuko Takahashi. The Topic Award went to ASICS and GINZA SIX, and the Special Award went to Masahiro Shima, Chairman of Shima Seiki Mfg. Nakazato said, "This year has been a turning point for me, as I have walked a thorny path. Until now, in costume design, I have designed for each individual, but advances in technology have made it possible to create new clothes that fit perfectly without sewing. I want to continue to pioneer new eras without fear." Takahashi expressed his joy, saying, "This award makes me realize for the first time how many years I have been doing this. I want to continue doing the same thing from tomorrow as I have for the past 55 years."

At the party held after the award ceremony, a fashion show was held showcasing the collection that Yuima Nakazato presented at the Paris Haute Couture Collection.