Little Style Magazine | KIDS.FASHION.TRENDS MAY/JUN 2016 | Page 269

PLAYTIME tokyo

Boosted

by the international activity

S

taying true to a concept that is
rather unique in Japan, the
fair brought together brands
from across the children’s and
maternity universes, representing fashion, accessories, gifts, layette and design, in a warm and pleasant work
environment.
Next to the ‘regulars’ (aden + anais,
anaïs & i, arch & line, bobo choses, easy
peasy, emu Australia, isabella oliver,
herschel supply,…), many brands were
participating for the very fi rst time at
Playtime Tokyo, attracted by the opportunity to get introduced to the Japanese market. A choice that proved to be
a good investment, as visitors were very
receptive and did not hesitate to place
their first orders.
In fact, the editorial staff of Milk Japon ended up giving their Milk Prizes
only to brands who were participating
at the fair for the very first time: Best

Fashion to motoreta, Best Design to
nailmatic kids, and Editor’s Choice to
sways.
The winds of change also blew over
the visitor statistics, refl ected by a
strong increase in international visitors.
Though the majority of visitors remained Japanese (91%), the percentage
of foreign visitors (lead by South Korea,
Taiwan, China and Hong Kong) enjoyed
an extraordinary +73% rise over last season! A shift that crowns the efforts of
the organizers to grow the event beyond the Japanese borders.
Overall, the fair established a new record with 2,994 professional visitors, for
a double increase of +12% over last August and +23% over February 2015.
The principal buyers were out in force
(department stores and multi-brand
shops), as was the cream of the specialized press.
All were able to take in the forecasts of

the coming trends presented on video
by trend-setter Julie Malait, as well as in
the three trend spaces at the fair. Visitors
could soak up the royal allure of the
‘Winter Wonderland’ trend in a setting
illustrated by artist Kaori Kato; the sober
and natural ‘Frozen Landscapes’ trend in
a setting imagined by artist Aurélie
Mathigot; and the unbelievable style
that emanated from the ‘Surreal Utopia’
setting designed by David Takahashi.
www.geocities.jp/kaorikato555 • www.aureliemathigot.com • davidtakahashi.amebaownd.
com

And, since one never works as well as
when one is also having fun, while the
little ones were welcomed by the workshop of Abi Loves illustrated by Akiko
Kawamura, the big ones were able to
dive into the poetic universe of Elsa
Dray Farges in front of the lens of Kid’s
Wear Magazine. abiloves.com • www.kidswear-department.com • elsadray-farges.com

in detail

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