The 35th "Mode in France" exhibition is being held on the 27th and 28th floors of the Hilton Tokyo Hotel in Nishi-Shinjuku from the 17th to today, the 19th.
The exhibition is progressing smoothly, with orders coming in from the morning on the first day for brands with customers in Japan such as Ziga Run Laundry, Rodica Zanian, Nathalie Chaise, and Glenn Prince, as well as Atelier Parisien and first-time exhibitors My Pants, Meilleurami, and Guipère Paris.
This time, the exhibition is divided into two categories: the 27th floor features contemporary and creative brands, while the 28th floor showcases the latest collections from established brands and those with promising futures. Patricia Brafman, international director of the French Women's Ready-to-Wear Federation, emphasized, "The success of this event is due to our efforts to rejuvenate our brands and our exhibitors' efforts to meet Japanese needs. This time, we made it easier to understand and find brands that interest you. We believe we are attracting a younger demographic, with a wide range of buyers attending, from teenagers and people in their twenties to seniors. Japan is a mature market that demands quality products, and is also open to new ideas, making it an important market for France. Even first-time exhibitors have been receiving orders from day one for original brands. Last year's exports to Japan increased 17% to 160 million yen, and this trend continues to grow this year. While we cannot rule out the impact of exchange rates, growth is impossible without expanding exports outside of Europe." She also stated, "The next event is scheduled for January 15-17. We would like to continue focusing on men's fashion. We are considering expanding to three or four floors, but this would make it difficult to grasp the overall picture." Atelier Parisien, a brand created by a female designer who previously worked in ready-to-wear at Carven, will be showcasing spring and summer furs, as well as jute bags and cowhide bags finished to resemble crocodile skin. Meilleurami, whose bags are also used by the French Army, will be exhibiting bags, scarves, and snoods. Les Racines du Ciel, which works with charitable organizations and French artists, will be presenting items featuring collage prints. Zapa, which emphasizes a young and modern image and focuses on affordable fashion, will be showcasing both women's and men's wear. Nicolas Messina, a former public relations designer for Jean Paul Gaultier, will be showcasing stockings commissioned from the costume designer at the Comédie-Française and stockings inspired by Japan. Bella Jones will be showcasing blouses and T-shirts with an emphasis on details such as embroidery and lace, as well as knitwear that explores the texture and feel of the material.
"Guipère Paris" exhibited bags, wallets, and belts made using Alsatian tanned leather and the unique techniques of a saddlery manufacturer. Their products are already available at Ships. "Nuni," a French golf wear brand that offers miniskirts and golf dresses and has previously licensed its products in Japan, presented designs using beautiful colors. "My Pants," which specializes in pants, with 70% of its styles and sales consisting of pants, also presented blouses and jackets.
"Madame à Paris," which draws inspiration from typically French motifs and furniture such as chandeliers, Haussmann style, and marble, said, "We do business with many trading companies, but we decided to exhibit in order to develop a presence in select shops."
