July 30, 2021
  • Rakuten Group, Inc.

Rakuten to Power Fashion Shows for White Mountaineering and kolor Through the “by R” Project to Support Japanese Fashion Labels

- Conveying the appeal of Japanese brands at Rakuten Fashion Week TOKYO 2022 S/S -

Tokyo, July 30, 2021 – Rakuten Group, Inc. today announced that it will power the fashion shows for the brands “White Mountaineering” and “kolor” during Rakuten Fashion Week TOKYO 2022 S/S*1, scheduled to take place from August 30 to September 4, 2021, through the “by R” project to support Japanese  fashion brands.

In the project’s current season, Rakuten will provide planning assistance and event management for the fashion shows staged by the fashion brands White Mountaineering and kolor*2. In addition, Rakuten will livestream both shows on the Rakuten Fashion online shopping website for free, with the goal of helping to further raise awareness of the brands*3. Both brands are also planning to join Rakuten Fashion for the first time ever and offer limited-edition products for sale on the platform.

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 designers in Japan and showcasing the country’s designer fashion to the world.

Rakuten will continue to empower and contribute to the development of the fashion industry in Japan.

*1 During this period, many of the fashion shows will be held without a live audience or with restrictions on the number of audience members admitted, in order to prevent the spread of COVID-19.
*2 The White Mountaineering fashion show will take place on August 30. The kolor fashion show will take place on September 4.
*3 The shows 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).

 Outline of the “by R” fashion shows
URL: https://brandavenue.rakuten.co.jp/contents/byr/
Outline: Support for planning assistance and event management for the fashion shows staged during Rakuten Fashion Week TOKYO 2022 S/S
Featured Brands: White Mountaineering, kolor
12:00 p.m. on Monday, August 30 – White Mountaineering
5:00 p.m. on Saturday, September 4 – kolor

About White Mountaineering
Official site: http://www.whitemountaineering.com/
White Mountaineering is a fashion brand launched in AW06 by the designer Yosuke Aizawa. “The outdoors is the field where we wear all of our clothes.” One, design. Two, utility. Three, technology. The imagination to fuse these elements together. The attitude of not submitting to sales or market needs.
Apart from the main collection, White Mountaineering has also applied these concepts to its other lines, including "BLK" — items in solid black, or "Repose Wear," for when it’s time to relax.

About kolor
Official site: https://kolor.jp/
Founded by designer Junichi Abe in 2004, kolor finds the best balance of various elements — such as silhouettes, materials and details — for each piece. kolor expresses a feeling in each collection instead of setting a determined theme for each season. kolor moved the place to present the collection to Paris in SS08. Its unimaginable creativity and uniqueness are garnering attention worldwide.

About Rakuten Fashion Week TOKYO 2022 S/S
Dates: August 30 to September 4, 2021
Features: Fashion shows, installations, video announcements
Season: 2022 spring/summer collection
Participating Brands: 49 brands (47, 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 popular fashion brand shops. 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 flagship 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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