The 34th "Mode in France" exhibition, which kicked off on January 28th, has been going smoothly since day one, with a strong response to the newly introduced men's collection and many first-time exhibitors receiving orders on the first day. The exhibition runs until the 30th on the 27th and 28th floors of the Hilton Tokyo Hotel in Nishi-Shinjuku. Nearly double the number of brands from the previous exhibition, 70 brands, are showcasing the latest in women's and men's ready-to-wear, fur, leather, and accessories for Fall/Winter 2013-14, which were just unveiled in Paris this month. While the previous exhibition started on a Tuesday, it now starts on a Monday. However, thanks to the synergistic effect of collaboration with Moda Italia (organized by the Italian Trade Council), the number of visitors on the first day is said to be at the same pace as the previous one, which saw a 50% increase. "Many companies are exhibiting again and this attracts influential Japanese buyers. It has established a reputation in Paris as an exhibition that leads to business. By changing from being held before the Paris trade fair to being held after the Paris fair, samples are now available and it has become easier for exhibitors to exhibit. The increase in the number of exhibitors is due in part to the many companies wanting to appeal to the Japanese market, which is seeking new products and brands, and the increasing number of brands wanting to enter Asian markets, especially China, since the Greek crisis. There has also been an increase in brands from outside France, such as Spain, Canada, and Belgium, who want to participate. The strong yen has had almost no impact," said Patricia Brafman, international director of the French Women's Ready-to-Wear Federation. "This time, five men's brands are exhibiting, but depending on the results of this event, we may be able to increase the men's brand to 10 brands and the women's brand to five from three, and make the next exhibition even larger, using three floors of the hotel." For its first appearance at the show, Les Robes d'Antoinettes, whose brand name comes from "Antoinette's Dresses," is offering feminine dresses inspired by Marie Antoinette. Masha Keja bags offer haute couture-style and urban bags made using 17th-century embroidery techniques, also used in royal embroidery. Sur en Bain showcases coats with clean lines and details inspired by the designs of clothing worn by Napoleon and French statesman Danton. Fashion Agent, a Paris showroom featuring brands such as the Bolgar bag and Bajoux, which offers shirts with detachable collars, said, "Women often choose men's clothing, and we often receive orders for men's brand clothing to be worn by women at exhibitions. Although Mode in France mostly features women's clothing, we're glad we were able to exhibit."