September 28, 2020
  • Rakuten, Inc.

Rakuten Launches “by R” Project To Back Japanese Fashion Labels

Supporting fashion shows at Rakuten Fashion Week TOKYO 2021 S/S.

Tokyo, September 28, 2020 - Rakuten, Inc. today announced the launch of “by R”, a project to support Japanese fashion brands. Over the course of the project, Rakuten will assist Japanese labels Doublet and Facetasm in holding fashion shows during Rakuten Fashion Week TOKYO 2021 Spring/Summer, running October 12-17, 2020.

By supporting Japanese brands, Rakuten established “by R” with the goal of broadening the horizons of talented young designers and showcasing Japan’s designer fashion to the world. Most fashion shows featured over Rakuten Fashion Week TOKYO 2021 S/S will be held without an audience or with very few spectators, in order to minimize the risk of COVID-19 infection. Through this project, Rakuten will hold the Doublet fashion show on October 12 and the Facetasm fashion show on October 16, providing assistance in planning and event management, as well as streaming the shows on its Rakuten Fashion online fashion shopping website*1. By streaming the fashion shows, Rakuten aims to broaden access not only for fashion industry players but also for the wider public, thereby helping to further raise awareness of the labels*2.

Doublet designer Masayuki Ino commented, “It has been three and a half years since we last took part in Tokyo Fashion Week. We announced a new line at the digital Paris Fashion Week held in July, but we are leveraging the ‘by R’ framework to do things we could not do ourselves and bring a fresh, new approach to our presentation. We are looking forward to delivering an additional layer of excitement to Rakuten Fashion Week TOKYO.”

Facetasm designer Hiromichi Ochiai commented, “For the past few years we have competed in Milan, Paris and elsewhere, but in a year when people’s values and social norms have been turned on their heads, I feel there is significance in holding a show in Tokyo for the first time in six years. We aim to convert the moments and memories we have experienced into a powerful creative force.”

Ryo Matsumura, Rakuten Executive Officer and E-Commerce Company Vice President, commented, “What both the Doublet and Facetasm brands have achieved together with ‘by R’ is brilliant. This project is intended to promote Rakuten Fashion Week TOKYO 2021 S/S while at the same time empowering the Japanese fashion industry by amplifying these Japanese brands to reach a broader international audience.”

Rakuten became the headline sponsor of TOKYO Fashion Week in August 2019, aiming to contribute to the revitalization of the fashion industry in Japan through Rakuten Fashion Week TOKYO. Rakuten Fashion Week TOKYO is expected to serve as an opportunity to introduce Japanese fashion brands to the world, and the launch of the “by R” project aims to further boost the appeal of this event.

Looking ahead, Rakuten hopes that Rakuten Fashion Week TOKYO will contribute to a thriving fashion scene and a flourishing fashion industry in Japan.

 *1 The stream will play on desktop and mobile versions of the Rakuten Fashion official site.
*2 Please see the “by R” website for fashion show details: 

About Doublet
Doublet is the fashion label of designer Masayuki Ino. Established in 2012, the brand was launched at an exhibition during the 2013 S/S season. Just like turning a phrase, Doublet believes you can change everyday items of clothing into “daily wear with a twist” by taking part of a basic, standard item and switching it with an unexpected idea. This concept defines the label, which has a full line-up that runs from streetwear to accessories. In 2018 Ino became the first Asian designer to be awarded the LVMH Prize Grand Prix. In January 2020 he unveiled the label’s first runway installation in Paris.

Facetasm is the fashion label of designer Hiromichi Ochiai. The name comes from the word “facet,” which means one side of something many-sided – especially of a cut gem. Facetasm’s working concept is based on the belief that the view from the front never provides the whole picture. The side view and rear view may reveal a completely different truth. Always present a new face, keep your chin up and keep fighting. The label aims to make fashion fun.

About Rakuten Fashion Week TOKYO 2021 S/S
Official site:

Dates: October 12–17, 2020
Venues: Shibuya Hikarie, Omotesando Hills and more
Features: Fashion shows, installations, video announcements
Season: 2021 Spring/Summer Collection
Participating brands: 37 (35, plus two brands from “by R”)

 About Rakuten Fashion
Official site:

Rakuten Fashion is an online fashion shopping website made up of over 1,200 popular fashion brand shops (as of September 2020). Users can find and purchase their favorite fashion items from a wide selection of products, for which they can pay with and earn Rakuten Points, Rakuten’s loyalty program. Rakuten Fashion also offers a dedicated smartphone app.

iOS app:
(*iOS 11+ recommended)

Android™ app:
(*Android OS 5.0+ recommended)

*iOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. Android™ is a trademark of Google LLC.

 About Rakuten
Rakuten, Inc. (TSE: 4755) is a global leader in internet services that empower individuals, communities, businesses and society. Founded in Tokyo in 1997 as an online marketplace, Rakuten has expanded to offer services in e-commerce, fintech, digital content and communications to approximately 1.4 billion members around the world. The Rakuten Group has over 20,000 employees, and operations in 30 countries and regions. For more information visit

*Please note that the information contained in press releases is current as of the date of release.

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