The first Decoded Fashion event in Asia will be held at the Tokyo American Club on July 9th. Decoded Fashion, a forum for the fusion of fashion and technology, has previously been held in cities around the world, including New York, London, and Milan. The Tokyo summit, themed "Fashion in the Digital Age: Connecting with the Consumer of the Future," is organized by Condé Nast Japan, publisher of Vogue, GQ, and Wired. The Tokyo summit will feature a conference featuring speakers from both the fashion and technology industries, a competition for startups to develop solutions, and more, providing a platform for the evolution and innovation of the fashion industry. Speakers at the conference include Liz Baselar, founder of Decoded Fashion; Imran Ahmed, founder of BOF; Talib Noormohammed, chief flow officer at FERFETCH; and Lisa Greene, head of Google's US fashion division. Themes that will be discussed will span the fashion and technology industries, including digital commerce that meets the needs of millennial consumers, technology for retail, and luxury in the digital age.

Isetan is also serving as a partner of the competition, and is calling for ideas to increase in-store engagement. The winner will be selected after finalists make presentations on the day of the event. The winning idea will be exhibited at the Isetan Shinjuku store from August 26th.

What kind of future will be depicted when digital technology and fashion meet? This will be an opportunity to consider the future of fashion, the artificial object closest to the human body and an expression of the times and the individual.