Calls to rebrand fashion week

[Photo/IC]

While Tokyo has long been a springboard for up-and-coming designers, neighboring Seoul, with its vibrant street style, and Shanghai, as the commercial capital of China, are attracting increased interest.

"To me, Tokyo is the Asian fashion center with long fashion-forward history," says HongKong designer VickieAu who brought her "urban chill" collection to Tokyo after showing in NewYork.

Au cited Yamamoto, the famed Japanese designer based in Paris, as an inspiration, praising him as a master of "modern and avant-garde tailoring".

US retailing giant Amazon is sponsoring Tokyo Fashion Week for the first time, and among the fashion set in Japan there are hopes that it can help rebrand the event into something brighter and larger.