February 22, 2021
  • Rakuten, Inc.

Rakuten to Support Fashion Shows for “UNDERCOVER” and “beautiful people” Through the “by R” Project to Back Japanese Fashion Labels

- Conveying the appeal of Japanese brands at Rakuten Fashion Week TOKYO 2021 F/W -

Tokyo, February 22, 2021 – Rakuten, Inc. today announced that it will support the fashion shows for the brands “UNDERCOVER” and “beautiful people” during Rakuten Fashion Week TOKYO 2021 F/W*1, scheduled for March 15 to March 20, through the “by R” project to support Japanese fashion brands.

Rakuten partnered with the Japan Fashion Week Organization to become the headline sponsor for TOKYO Fashion Week in August 2019, and the event was renamed to Rakuten Fashion Week TOKYO. In September 2020, Rakuten established the “by R” project with the goal of broadening the horizons of talented young designers in Japan and showcasing the country’s designer fashion to the world. In the project’s current season, Rakuten will provide planning assistance and event management for the fashion shows staged by UNDERCOVER and beautiful people*2. In addition, Rakuten will stream video of both  shows on the Rakuten Fashion online fashion shopping website for free, with the goal of helping to further raise awareness of the brands*3.

*1 The many fashion shows during this period will be held without a live audience or with restrictions on the number of audience members, in order to prevent the spread of COVID-19.
*2 The beautiful people fashion show will take place on March 15. The UNDERCOVER fashion show will take place on March 19.
*3 The videos will be streamed on the desktop and mobile versions of the Rakuten Fashion official site. Please see the “by R” page for fashion show details:
URL: https://brandavenue.rakuten.co.jp/contents/byr/ (Japanese only).

UNDERCOVER, founded by Jun Takahashi, takes the various elements of art, music, and subculture and combines them into high-end fashion. Each collection is developed and presented with the unique viewpoint of the designer. Since moving his collection from Tokyo to Paris in 2002, UNDERCOVER has gained a unique presence and strong reputation throughout the world.

UNDERCOVER designer Jun Takahashi commented:
“Since we’re holding the show in Tokyo, we want to convey the fun and power of a ‘live’ show.”

About beautiful people
Beautiful people designs clothes that bring joy and comfort to the wearer, and make them feel beautiful just as they are. From the perspective that “there is not just one standard pf beauty,” beautiful people’s fashion is an affirmation of diversity, communicating new forms of beauty from the various elements of everyday life, often including conflicting and contradictory concepts, arriving at creations that stand out in anyone’s eyes.

Beautiful people designer Hidenori Kumakiri commented:
“We unveiled a movie during Paris Fashion Week Fall/Winter 2021, and the upcoming show in Tokyo is the companion to that movie. We want people to see it as a story connecting Paris and Tokyo, and carry that same energy forward as they enjoy shopping. Through “by R,” during Rakuten Fashion Week TOKYO 2021 F/W, we hope people will fully enjoy the spectacle and otherworldliness of fashion.”

About Rakuten Fashion Week TOKYO 2021 F/W
Official site: https://rakutenfashionweektokyo.com/jp/ (Japanese only)
Dates: March 15 to 20, 2021
Features: Fashion shows, installations, video announcements
Season: 2021 Autumn/Winter Collection
Participating brands: 51 (49, plus two brands from “by R”)

About Rakuten Fashion
Official site: https://brandavenue.rakuten.co.jp (Japanese Only)
Rakuten Fashion is an online fashion shopping website made up of around 1,300 popular fashion brand shops (as of February 2021). 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: https://apps.apple.com/app/id1495930546(*iOS 11+ recommended)

Android™ app: https://play.google.com/store/apps/details?id=jp.co.rakuten.fashionAndroid(*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.

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

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