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Mode in France Tokyo celebrates 20 years

From July 27 to 29, Mode in France Tokyo will celebrate 20 years and introduce a new visual identity and a logo designed by Andrea Crews. The illustration uses the French colours and its strength is what it suggests. Explains Andrea Crews Studio founder Maroussia Rebecq that the image is created like a page in a magazine. It depicts a women walking through Paris streets where she lives wearing everything that a woman in tune with her times does; she's confident and happy. It's an international image of a French woman. And since we don't see her face, she could be every woman.

Created by the Federation Française du Prêt à Porter Féminin, Mode in France Tokyo has helped put fashion brands in touch with Japanese professionals who may not travel to 20 years later, at every session (January/July) the show brings together over 50 French fashion brands and 1,500 buyers, showrooms, and Japanese retailers. The ‘select shops,’ emblems of the new Japanese retail scene, are on the streets of fashionable neighbourhoods or in ‘fashion building’ shopping complexes. They are constantly searching for new products, cross-market products, and innovative lifestyle concepts.

The Federation has tracked these changes and is repositioning Mode in France Tokyo to better respond to this new context. The event will be held at the Westin Hotel in the Ebisu district and will present an original product offer mixing womenswear, accessories, and lifestyle goods in a 1,600 m2 space.