Rakuten to Power Fashion Show and Events for “sulvam” during the term of Fashion Week Tokyo and Paris Fashion Week Through the “by R” Project

• Rakuten Group, Inc.

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Official site: https://brandavenue.rakuten.co.jp/contents/fashionweek/

Tokyo, August 7, 2024 - Rakuten Group, Inc. today announced that it will support the fashion show and events for fashion brand "sulvam" during Rakuten Fashion Week TOKYO S/S 2025, scheduled for September 2 to September 7, 2024, and again during the term of Paris Fashion Week S/S 2025, scheduled for September 23 to October 1, through the "by R" project to support the Japanese fashion scene.

Rakuten will support sulvam's milestone collection following a decade since the brand's founding, as well as the full-scale unveiling of their newly launched women's collection. As part of the project's aim to foster the next generation of designers, Rakuten will also collaborate with Bunka Fashion College, the alma mater of sulvam's Teppei Fujita, to hold a runway show at Rakuten Fashion Week TOKYO S/S 2025, featuring collections that involved fashion students from the college in select parts of the production process. Additionally, Rakuten will support the launch of sulvam's reception gala during the term of Paris Fashion Week S/S 2025 to celebrate the opening of the brand's flagship store in Paris.

The runway show will be live-streamed free of charge on Rakuten Fashion's official website, and exclusive products will be available for sale on Rakuten Fashion, to commemorate the participation of sulvam in this edition of "by R." In addition, an interview featuring the brand's designer Teppei Fujita discussing his perspectives on the show will be available on the official website.

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 Rakuten Fashion Week TOKYO. The "by R" project is committed to empowering the Japanese fashion scene by placing the spotlight on select, unique brands loved by a broad range of fans both in Japan and globally.

Through the "by R" project, Rakuten will continue to empower and contribute to the development of the fashion industry.

Outline of the "by R" fashion show
Official site: https://brandavenue.rakuten.co.jp/contents/fashionweek/
Outline: Support for the planning and implementation of fashion shows and events during Rakuten Fashion Week TOKYO S/S 2025 and Paris Fashion Week S/S 2025
Featured brand: sulvam
Runway show: Starts at 7 p.m. on September 6, 2024 (JST)
Reception gala in Paris: September 30, 2024

About sulvam
Official site: https://sulvam.com/
Sulvam is crafted to reflect the times much like an improv jam session in music. The designer himself designs and creates each and every item in the collection, starting with pattern making; it's a design process where fabrics, patterns and cuts are given the highest priority. Every heartbeat, emotion and thought of the designer is what forms the art of the brand.

About Rakuten Fashion Week TOKYO S/S 2025
Official site: https://rakutenfashionweektokyo.com/jp/
Dates: Monday, September 2 to Saturday, September 7, 2024
Features: Fashion shows, installations, video announcements
Season: 2025 spring/summer collection
Participating brands: 33 brands (32 brands, and one brand from "by R") as of August 7, 2024.

About Rakuten Fashion
https://brandavenue.rakuten.co.jp
Rakuten Fashion is an online fashion shopping site made up of popular fashion brand shops. To promote and offer luxury brand and designer brand products, Rakuten launched Rakuten Fashion Luxury in October 2020, DESIGNERS & INTERNATIONAL in November 2020, and Rakuten Fashion COSMETICS in March 2022 on Rakuten Fashion. Users can earn and spend Rakuten Points, Rakuten's flagship loyalty program, when purchasing products. Rakuten Fashion also offers a dedicated smartphone app.