The Allure of Japanese Craftsmanship Shines in Paris with 'tokyo sense' Event

From June 14 to July 7, Lumine held its successful pop-up event, 'tokyo sense,' in Paris, coinciding with the Men's Fashion Week. Despite the intense heat and restrictions, the event attracted approximately 500 fashion insiders, surpassing expectations. This gathering included notable buyers from countries like Korea, the USA, and the UK, many of whom made purchases exceeding €3,000 (around ¥550,000) across various brands. The uniqueness of being able to encounter multiple Japanese brands—encompassing interior design, cosmetics, and fashion—appeared to resonate profoundly with attendees.

Showcasing Japan's Craftsmanship

Feedback from attendees during Paris Fashion Week highlighted the rapid spread of 'tokyo sense' information across social media and word of mouth. Many international buyers and press visited repeatedly during the brief pop-up duration. Featured products such as intricately knitted apparel, meticulously tailored long-sleeve shirts, and elegantly designed cut-and-sew items received rave reviews. One buyer expressed their delight at being able to experience Japanese brands in a setting that allowed for immediate purchases, describing it as "refreshing" and unlike any other store they had encountered.

Furthermore, designers who initially came in search of well-known Japanese brands reported finding new brands symbolizing contemporary Japanese craftsmanship. They praised the attention to detail in the quality of the materials and the beauty of the stitching, highlighting how the quality offered at such competitive prices was almost unbelievable.

A Cultural Connection

Visitors commented not just on the products, but also on how the store’s atmosphere echoed Japanese principles. For instance, the hanger racks inspired by shoji screens exemplified sophisticated yet simple interior designs that caught the eye. Lumine’s strategy of curating multiple brands effectively showcased the emerging charm of Japan's fashion and craftsmanship that still remains relatively unknown globally. This first foray into an international stage even resulted in sold-out items and offers for new distribution opportunities from buyers overseas.

Voices from Participating Brands

Several brands shared their experiences post-event, mentioning a sudden influx of direct messages from foreign followers on Instagram and deals being struck with select shops in the UK. Others expressed joy over the high esteem attained during their first European showcase, reinforcing their confidence in pursuing international business. The ease of showcasing both current and future seasons at the pop-up was highlighted as a significant advantage, paving the way for broader retail expansions.

Insights from Lumine's CEO

Lumine's CEO Yukiyuki Omote noted that 'tokyo sense' resonated deeply with attendees, reflecting Japan's commitment to craftsmanship and a thoughtful approach to production. This positive response reaffirmed that Japan's values and esthetic can transcend borders. Omote also acknowledged the pressing challenge of succession in traditional crafts and sees this initiative as a first step in delivering that intrinsic value to a global audience and expanding new opportunities. The vision of 'Global & Sustainable' manifests in bridging Japan's artistic history with contemporary lifestyles while fostering a shared future with the world.

Future Directions for 'tokyo sense'

Following the successful Paris event, Lumine plans to leverage the global networks and insights gained, aiming for the inaugural 'tokyo sense' in Tokyo in Spring 2027. This initiative will transform from a single event into an ongoing platform bridging Japan and the world while continuously delivering new values to Japanese audiences. The company is committed to reinforcing its global network, positioning itself as a central hub connecting Japan with the international community.

In conclusion, the 'tokyo sense' event has not only highlighted the exquisite craftsmanship of Japanese brands but also opened doors for new opportunities and relationships in the global fashion industry.