Asia Fashion Federation Japan-Tokyo Conference REPORT Asia Fashion Federation...SENKEN SHIMBUN Co.,Ltd. 4. Chairman Meeting July 17th Tuesday, 15：00-17：30 “Rainbow” Conference

AFF JAPAN

Japan Fashion Association

9th Asia Fashion Federation Japan-Tokyo Conference REPORT

ASIA FASHION FEDERATION

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9th Asia Fashion Federation Japan-Tokyo Conference REPORT

I. Term ： 2013 July 17th, Tuesday - July 20th, Friday

II. Venue ： Tokyo Big Sight, etc.

III. Number of Participants ： (1) Seminar 490 people

(2) Fashion Show 250 people

(3) Reception Party 180 people

IV. Summary ：

1. Member countries of Asia Fashion Federation (AFF)

AFF Japan Japan Fashion Federation (JFA)

AFF China China Fashion Association (CFA)

AFF Korea Korea Fashion Association (KFA)

AFF Singapore Textile Fashion Federation Singapore (TAFF)

AFF Thailand Thai Garment Manufacturers Association (TGMA)

AFF Vietnam Vietnam Textile & Apparel Association (VITAS)

2. About AFF

The Asia Fashion Federation (AFF) was founded in December 2003 as a joint Japan, China,

Korea federation, the aim of which was to contribute to the furthering of lifestyles and

culture in the member countries by putting fashion in the broader context of lifestyles and

culture and promoting mutual understanding between member countries, while at the

same time working together to invigorate the fashion business and bring Asian fashion to

the world. Singapore subsequently joined the AFF in 2007, followed by Thailand in 2008

and Vietnam in 2009; this year the AFF will be celebrating the 10th anniversary of its

founding.

3. Outline of Conference

The purpose of the AFF Conference is to provide inspiration for the enhancement of

lifestyles and culture, while also contributing to the invigoration of the fashion business

based on mutual understanding and exchange between AFF member countries. The AFF

Conference is held annually, with the member countries taking it in turns to serve as host

country.

The 9th AFF Conference took as its theme “From Asia to the World,” showcasing the

power of “Asian creation” while also providing a platform for developing global business

development by integrating the holding of the AFF Conference with the Japan Fashion

Week—International Fashion Fair (JFW-IFF), Japan’s largest fashion trade show. The 9th

AFF Conference featured a fashion show that took the AFF member countries’ respective

traditions and cultures as a background for showcasing current styles and the flowering of


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“Asian creation,” as well as a seminar session by leading Japanese fashion experts, and a

reception party providing opportunities for the sharing of information and for making new

contacts. The JFW-IFF also included an AFF zone, with displays of Japan’s outstanding

textile products, along with joint displays by member companies and designers from the

AFF member countries.

In addition, special activities were arranged for overseas visitors, including visits to

Sanei International Co., Ltd. and the Bunka Gakuen International Communication Center.

Participants were thus able to get a first-hand impression of both the industrial and

academic sides of the fashion business in Japan.

<Sponsors> (random order)

Ministry of Economy, Trade and Industry

Embassy of the People’s Republic of China in Japan

KOREAN CULTURAL CENTER, KOREAN EMBASSY IN JAPAN

International Enterprise Singapore

Office of Commercial Affairs, Royal Thai Embassy

Embassy of the Socialist Republic of Vietnam in Japan

The Japan Chamber of Commerce and Industry

The Tokyo Chamber of Commerce and Industry

Japan Apparel・Fashion Industry Council

Japan Fashion Week Organization

THE TEXTILE DESIGN ASSOCIATION OF JAPAN

SENKEN SHIMBUN Co.,Ltd.

4. Chairman Meeting

July 17th Tuesday, 15：00-17：30

“Rainbow” Conference Room on the 29th floor of Grand Pacific Le Daiba

Having already completed the stage of promoting exchange and mutual understanding,

this year again, the meeting discussed how the AFF can put in place the framework needed

to stimulate the growth of business opportunities. As the preliminary work in this endeavor,

there has been a further beefing up of the content relating to fashion industry promotion

and lifestyle and culture enhancement on the official AFF website that was launched last

year; this has been accompanied by the introduction of new search engine optimization

measures, as well as efforts to strengthen publicity for the website. In addition, with regard

to business promotion for the apparel and fashion sector, AFF is working to put in place the

environment needed to support global expansion, and so the creation of more

opportunities for such expansion has become a key goal. In order to ensure steady

progress in the putting in place of this framework, a working group has been established at

the secretariat level to consider concrete, practical strategies that can be adopted. Initially,

it has been decided to make Japan and Thailand the main focus of discussions regarding

the details of working group establishment.

The next AFF Conference, hosted by AFF Singapore, is scheduled to be held in Singapore

in mid-May 2013.


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5. Program

(1) Opening Ceremony

July 18th Wednesday, 10：20-10：40

Tokyo Big Sight West Hall 4th Floor (Inside of JFW-IFF venue)

Greeting from host representation

Akira BABA, Chairman, Japan Fashion Association

Greeting from guest

Mr. Kenichi IMABAYASHI, Deputy Director-General, Commerce and Information

Policy Bureau, Minister of Economy, Trade and Industry

Greeting from representation of each AFF member countries

AFF Japan Chairman Katsuhiko HIRAI

AFF China Chairman Mr. Dangqi LI

AFF Korea Chairman Mr. Dae Yun WON

AFF Thailand Chairman Mr. Sukij KONGPIYACHARN

AFF Singapore Chairman Mr. David WANG

AFF Vietnam Acting Chairman Mr. Nguyen Van TUAN

Akira BABA, Chairman, Japan Fashion Association

Please allow me to say a few words on behalf of the organizer. I would like to thank

all of you for taking time out of your busy schedules to attend the opening ceremony of

the Asia Fashion Federation (AFF) Japan-Tokyo Conference today.

I would also like to offer a warm welcome to everyone from the AFF member

countries of China, Korea, Singapore, Thailand, and Vietnam who have travelled so far

to be here. I am deeply grateful for the support and cooperation we have received from

member countries in preparation for this Japan-Tokyo Conference.

The AFF was formed in 2003 as a major activity of the Japan Fashion Association. The

AFF began with the three member countries of China, Korea, and Japan. Singapore,

Thailand, and Vietnam subsequently joined to make the current membership of six

countries. The AFF conducts a variety of activities, including seminars, fashion shows

to develop future talent, receptions to deepen exchange, and study tours to mutually

promote understanding of lifestyle and culture.

With the annual AFF Conference held alternately among member countries, this

Japan-Tokyo Conference is the first conference in Japan in seven years and is located

in the same venue as the Japan Fashion Week–International Fashion Fair.

Following this ceremony, there will be a fashion show showcasing designers from our

six countries, seminars on the Japanese fashion business, and many other exciting

events that I hope you enjoy.

In closing, I would like to take this opportunity to offer my heartfelt gratitude to

everyone at the Japan Fashion Week Organization, which organizes International

Fashion Week, as well as The Senken Shimbun for their support and cooperation in

holding this AFF Japan-Tokyo Conference.


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I wish the AFF Japan-Tokyo Conference success and hope it proves a meaningful

experience for everyone. Thank you for your attention.

AFF Japan Chairman, Katsuhiko HIRAI

I would like to thank you for coming to the opening ceremony of the Asia Fashion

Federation (AFF) Japan-Tokyo Conference today. It is wonderful to see so many people

here from Japan and abroad.

I would also like to express my deep appreciation for the support we have received

from everyone in the respective organizations of the Ministry of Economy, Trade, and

Industry, the Embassy of the People’s Republic of China in Japan, the Korean Cultural

Center of Korean Embassy in Japan, International Enterprise Singapore, Royal Thai

Embassy’s Office of Commercial Affairs, and the Embassy of the Socialist Republic of

Vietnam in Japan, as well as the Japan Chamber of Commerce and Industry, the Tokyo

Chamber of Commerce and Industry, the Japan Apparel Fashion Industry Council, the

Japan Fashion Week Organization, the Textile Design Association of Japan, and Senken

Shimbun. I would also like to express my heartfelt gratitude to everyone at the offices

of member country organizations as well as other concerned parties for their generous

cooperation in preparing for this Japan-Tokyo Conference.

As you have just heard from Chairman Baba, we established and have subsequently

developed the AFF with the desire to benefit lifestyle and culture and promote the

fashion business in each country as well as spread Asian fashion broadly throughout the

world, based on mutual exchange and understanding among the countries of East Asia.

Since the first AFF Conference in Tokyo in 2003, the annual conference has been held in

Korea, Japan, China, Singapore, Thailand, Vietnam, and China. Last year the

Conference was held in South Korea again as it rotates a second time among member

countries. This year marks the 9th AFF Conference. As a venue to deepen exchange and

understanding among member countries, the AFF Conference serves the important role

of a place to discover and support new talent who can lead the next generation of the

fashion industry. While the AFF Conference achieves impressive success each year it is

held, the enthusiastic response received at last year’s Korea-Daegu conference, held

with the theme of “originating in Asia,” is still fresh in my mind.

This year’s Japan-Tokyo Conference continues the theme “From Asia to the World” from

the Daegu Conference.

We have taken a range of steps to create a conference that further deepens business

exchanges among our six countries, promotes Asian fashion, and contributes to

spreading Asian fashion around the world. First, we have prepared a fashion show of

up-and-coming designers from each country that showcases the appeal of “Asian

creation” and have set up a booth to display the fashions featured in the show.

Next, we will have a rare opportunity to learn from some of our esteemed colleagues

in three fashion business seminars. These distinguished speakers include leading

Japanese designer Chisato Tsumori. Then, representing the Japanese textile and

apparel industry, we have Takeshi Hirouchi, Chairman of the Japan Apparel Fashion

Industry Council. And finally, we will hear from Hiroko Watanabe, Chairman of the

Textile Design Association of Japan and the foremost designer in the textile field in


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Japan. Looking to develop business globally, we have secured space at the

International Fashion Fair and have prepared a combined booth for AFF member

countries next to the designers’ booth in order to support business development. We

have also set up a textile booth, which will display a number of the textiles that Ms.

Watanabe introduces in her seminar.

I invite everyone to participate in the various events of the Japan-Tokyo Conference

and I hope you enjoy them all.

In conclusion, on behalf of the Japan Committee, I hope you enjoy this 9th AFF

Japan-Tokyo Conference and I ask for your continued understanding and support of the

activities of the AFF. Thank you.

AFF CHINA Chairman, Mr. Dangqi LI

It’s my great honor to stand here and meet you, for the first time, as Chairman of Asia

Fashion Federation China Committee. First, please allow me, on behalf of Mr. Du Yuzhou,

Honorary Chairman of AFF China, Mr. Wang Qing, my predecessor, and all members of

Chinese delegation, to express my sincerest congratulations to you all, for the opening

of AFF 2012 Annual Conference in Tokyo. I would also like to express my heartfelt

respect and gratitude to Chairman Mr. Hirai Katsuhiko, and all the staff in AFF Japan for

your great job.

Since its establishment, AFF has been working hard to carry forward oriental culture,

build and maintain the power of Asian fashion industry. In the modern world, with

economic globalization and cultural diversity, it’s our major project to inherit from and

to refresh traditional cultures, and to combine traditions and modern life. In Asia, Japan

is a developed country and Tokyo is a famous fashion metropolis. Since the 1980’s,

represented by excellent fashion designers, Japanese fashion industry has made

effective exploration in terms of the inheritance, promotion and innovation of

traditional culture, and has achieved remarkable results, which not only boosted the

development of Japanese fashion industry, but also injected new ideas into the western

domination. This experience is precious and well worth learning by other promising

countries in Asia.

Our promotion of oriental culture is definitely not simply tracing back to old times, but

flourishing those wonderful oriental spirits, philosophy, faith and wisdom. We promote

Asian style is not closing the door, not setting up barriers, or pursuing narrow

“nationalism”, but confronting all the challenges with an open mind, accommodating

attitude, and innovative thinking. We are committed to create a new fashion culture

with Asian characteristics, to enrich human civilization and make contributions to the

development of mankind.

AFF also provides a platform for all the member countries to communicate. Today,

designers form six countries will show us their understanding and interpretation of

traditional culture with their creative design. There must be amazing sparkles of minds.

AFF China recommended Mr. Zhang Zhifeng, one of the outstanding Chinese designers,

also AFF China Presidium member, to present his latest design of his original brand

NE•TIGER. Mr. Zhang Zhifeng has for a long time been devoted to the exploration of

Chinese traditional cultures. He has done a lot of admirable work in protecting


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traditional craftsmanship. So I sincerely invite everyone to appreciate his haute couture

collection later this afternoon.

I’m thrilled to be here in Tokyo and meet you in AFF Conference. 26 years ago, I had

the opportunity to study and work here as a visiting scholar, and since then I have had

special feelings for this stylish and charming city.

I firmly believe that with joint efforts, this conference will certainly be a complete

success.

Finally, I wish everyone here all the best. Thank you very much!

AFF KOREA Chairman, Mr. Dae Yun WON

I want to thank our host today, Mr. Katsuhiko Hirai, Chairman of AFF Japan. I am also

thankful to Japan Fashion Association, all AFF chairmen and members.

Congratulations on 9th AFF Tokyo Conference being holding in Japan this year!

Regardless of tragic earthquake last year, I appreciate your willingness to prepare this

event very well. I was amazed how you overcame this tragedy so wisely with

tremendous effort.

Everyone is either directly or indirectly going through a hard time right now from this

global recession. You all know the Fashion Industry is especially more sensitive to

export business and domestic market than others. No one can predict when this

depression will be over but we can't just sit here and wait. I, as the chairman of Korea

Fashion Association, have been telling all of you there will be “The generation of Asia”

someday. Each AFF member countries have their own unique cultural power and

industrial base. It is time to show the real power of Asia Fashion.

I wish we, AFF members, all communicate and cooperate together for the next stage

of Asia Fashion. It is the moment for us to step forward to cherish our common goal.

I wish the best luck with every AFF members here and thank you again for making this

amazing event to be possible.

AFF Sinagapore Chairman, Mr. David WANG

Welcome 9th AFF participants, I am both honored and excited that this year’s AFF is

held in conjunction with Japan’s Prestigious JFW-IFF here in Tokyo.

Besides our own AFF guests & participants, we also have the JFW buyers, participants

& media observing our events.

At this year’s fashion show presentation, our AFF designers from the various member

countries have worked hard to present to you what Asian Style is all about.

Collectively they will show the latest and most unique designs that not only reflect our

vast and rich Asian cultures but you will find these designs wearable in today’s urban

cities and I would like to say, not out of place even in New York, London or Milan.

Singapore is also currently having a very unique project our own Fashion Design

Incubator-Parco next NEXT. This is a project assisted by the government in Singapore

together with Parco japan in the Parco Singapore store. It provides a retail space

together with training & mentoring for young, emerging designers.

I hope AFF will pave the way for more collaboration amongst our member countries.

Enjoy the fashion show and here’s looking forward to a successful 9th AFF conference.


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AFF Thailand Chairman, Mr. Skij KONGPIYACHARN

It gives me a great pleasure to address you all at this opening ceremony of AFF

Japan-Tokyo Conference 2012. On behalf of Asia Fashion Federation, Thailand

Committee, I would like to thank AFF Japan who plays an impressive role of hosting this

remarkable and auspicious event.

Since the establishment of Asia Fashion Federation, we are now all together 6

countries who play a vital role in the world economy. China, Japan, and South Korea are

the large economy countries. Singapore, Thailand, and Vietnam are members of ASEAN

which accelerate the establishment of Asean Economic Community, AEC in 2015 with

the total population of 600 million which will make ASEAN more dynamic. It is very

interesting that the Free Trade Agreement already signed among our AFF member

countries. As the result of ASEAN plus three which are China, Japan and South Korea,

this will ease the trade and investment among our countries. Therefore, it is a good

opportunity for the private sector in all AFF member countries to build up a network in

order to strengthen their business cooperation and also utilize the advantage from

these Free Trade Agreements. All six AFF member countries have a different potential

so it is crucial for having the ability to use the difference in each country to support each

other. However, with the same objective and mutual goal will bring us the success.

Asia is playing a significant role in the global fashion industry which drives the world

economy.

To achieve our goal, we should create more cross-nation activities with solid

cooperation among AFF members either by bilateral or multilateral. Recently, we just

launched an AFF website which is created by Thailand. This website is a media to show

and publicize AFF member countries information and activities such as fashion business

news, fairs and events update, fashion shopping areas, lifestyle, cultural places that

people can learn and understand about fashion and lifestyle in six important Asian

countries in one. I believe that our good collaboration and cooperation among AFF

members will be great fruitful and create intense positive impact for our community.

As a member of Asia Fashion Federation, we AFF Thailand, would like to take this

opportunity to assure all of you that we will keep walking together to show the world our

Asian creation. Lastly, I would like to extend my best wishes to all of you here in this

special event. Thank You.

AFF Vietnam Acting Chairman, Mr. Nguyen Van TUAN

Dear representatives of Japan Fashion Federation, the representatives of Korea

Fashion Association, the representatives of China Fashion Association, the

representatives of Textile Fashion Federation of Singapore, the representatives of Thai

Garment Manufacturers Association, and our valued guests.

On this great day, in the subject of “Asian Creations for the World”, co-organized by

JFW-IFF, the 9th Conference of Asia Fashion Federation (AFF) was opened formally here

in Tokyo - the heart of Japan, participated by nearly one thousand of exhibitors, on

behalf of Vietnam Textile and Apparel Association (VITAS), the member of AFF, I would

like to express my utmost delight and honor to attend this important conference.

A special thank to the Organization Committee of Japan Fashion Federation for the


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efforts into making this conference possibility.

Being established on 22nd November 2002 in Beijing, the AFF purpose is to confirm

effort between member countries to utilize fashion resources from within Asia as a

means of value-added when exporting to the world, after 9 years of development, AFF

has become a big name, having a lot of meaningful and realistic activities, bringing

benefits to its members, attracting the attention of people and VITAS is proud to

become its 6th member.

In the recent years, the world economy has undergone many difficulties and Vietnam

is not an exception. Even though, thanks to the effort of the Government, enterprises

and workers, the textile and garment industry of Vietnam could still gain remarkable

achievements: turnover increasing by 15% and 25% respectively in 2010 and 2011;

total export reached 12.5 billion US$ in 2010 and 15.8 billion US$ in 2011, ranking top

5 of world textile and garment exporters and Japan is one of our major market. Those

achievements partly contributed by domestic fashion and design sectors, however, as

textile and apparel in Vietnam still depends much on processing in form of CMT (cut,

make, trim) and OEM (original equipment manufacturing) therefore, the contribution of

fashion and design is still modest.

We understand the role of fashion and design in creating beauty for life; driving for

textile and garment development; bringing added-value to the industry; enabling labor

forces to increase income and it is of essential importance to Vietnam textile and

apparel to develop and closely link to the global supply chain but its scale and capability

is not adequate. Part of it is due to the young age of the industry but lack of R&D,

trainers and facilities are among the key constraints.

Joining AFF, we believe to have chance learning more from partners and are always

opening for further cooperation for mutual benefit, better life and beautiful world.

Once again, thank you very much for organizing this event and all the best wishes for

the success of the conference.

All the best wishes for your health, prosperity and success. Thank you.

Opening Ceremony


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BABA Mr. IMABAYASHI

Chairman Deputy Director-General

Japan Fashion Federation Minister of Economy, Trade and Industry

HIRAI Mr. LI Mr. WON

Chairman AFF JAPAN Chairman AFF CHINA Chairman AFF KOREA


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Mr. WANG Mr. KONGPIYACHARN Mr. TUAN

Chairman AFF SINGAPORE Chairman AFF THAILAND Acting Chairman

AFF VIETNAM

(2) Fashion Show

18th, July, Wednesday, 10：40-11：20

Tokyo Big Sight West Hall 4th Floor (Inside of JFW-IFF venue)

Parade Show

18th, July Wednesday 14：45-15:05

Tokyo Big Sight West Hall 1st and 4th Floor (Inside of JFW-IFF venue)

The fashion show featured up-and-coming designers from the AFF member countries.

This year’s theme of “From Asia to the World” carried on from the concept that

underpinned last year’s AFF Conference in South Korea, using the national traditions

and lifestyles of the individual countries as a background for showcasing contemporary

styles and the florescence of “Asian creation.” Each designer chose a collection of 14 or

15 designs that embody respect for national identity, while at the same time being

redolent of delicate and fertile sensitivity, giving a total of 90 designs that highlighted

the fashion show runway. To make it possible for more people to view the designs, a

parade show was held on the same day in the JFW-IFF venue. The sight of 24 models

parading elegantly through the venue wearing the different countries’ collections

attracted a great deal of interest from attendees at the JFW-IFF.

The JFW-IFF also included an AFF Collection Corner, providing the designers

supporting the Asian Creation project with an area to showcase their work and hold

business negotiations.


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≪designer≫

Japan Yasutoshi EZUMI

【Profile】

Designer Yasutoshi Ezumi is showing collection of

“Yasutoshi Ezumi” and working as Fashion, Textile

design and Art Director.

Born in Hiroshima 1981, graduated from University

of Arts Central Saint Martin College of Art & Design

BA Fashion / Textile Course, worked as an assistant

in Alexander McQueen and as a knitwear designer

in Aquascutum London 2008 SS/AW

【Brand ／Collection Concept】

LOGIC

Launched in 2010, Creation idea comes from researching logic in the life,

phenomenon, society, culture and environment. The concept of brand is to

have a full understanding of the chosen notion of ideas and logic, and to

combine elements from these ideas in order to reconstruct and create.


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China Zhifeng ZHANG

【Profile】

As the founder and art director of NE•TIGER, Mr. Tiger

Zhang is also the Vice President of China’s Color

Trends Association, and the member of Presidium of

AFF China Committee; known as “China’s first luxury

brand founder”. He is committed to building up

a famous Chinese luxury brand and creates a “noble,

elegant and sexy” style of NE·TIGER.

【Brand Concept】

NE·TIGER, the top fashion and luxury brand of China, was founded by Mr.

Tiger Zhang in 1992. As the inheritor of Chinese clothing culture and

heritage, the brand always adheres to the design concept of “Integrate

Antiquity and the Present, Converge Chinese and Western”, and commits to

the revival of the Chinese luxury culture and emergence of the Chinese

luxury brand. The Haute Couture collection of the brand is called Huafu,

which represents the essence and spirit of China’s culture and history. Huafu

is also called China’s National Dress.


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Korea DOII LEE

【Profile】

Graduated from University of Arts Central Saint

Martin College of Art & Design in 2002, and

selected as The 10 Best Graduates of Central St.

Martins 2002. Therefore, her collection was

presented at Fashion in Motion. She had been

working at John Galliano Studio and Kenzo Studio

and also worked with the art director Antonio Marras at Defile studio. She is

currently based in London but her collection is presented in Seoul fashion

week each season.

【Brand ／ Collection Concept】

Launched in 2008, she creates luxury women’s wear combining classic and

feminine shapes with striking fabrics and embellishments. She provides

exclusive clothing for ladies who want elegant, eye-catching and original

style. She features beautifully tailored high-end garment, produced in

Korea’s finest couture studios. She designs for those independent women

who want to look sophisticated and glamorous at the same time.

Doii creates clothes that sparkle: luxury women’s wear that combines classic,

feminine shapes with striking fabrics and embellishments. Doii is for women

who choose to look stunning-an original line for those who seek beautiful,

novel designs.


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Singapore ALFIE LEONG

【Profile】

The own company “The Little Voice Pte Ltd” had been

established in 2004. AWOL had launched in 2010.

Won the grand prize of Singapore Designer Contest

in 1995. Also he won the prize in Japan and China.

Received scholarship from Raffles Lasalle School of

Design.

【Brand ／Collection Concept】

“AWOL” stands for; “All Walks Of Life” is a ladies’ wear label. Design with

creative style lines, coupled with high quality fabric, and feminine details

that compliment modern women. Fusing both East and West cultures as

inspirations, the brand is unconventional, free flow without the restrictions

of main stream trends or colors.

Fall/Winter 2012.13 entitled: OPPOSITE LIVES ‘AWOL’ will be featuring

Fall/Winter 2012.13 entitled - (Opposite lives). Women play many roles

in life and within their own lives. The versatility allows women to show

different sides of their character; be it for the necessities in work or at home.

They are the career female and also a mother of her children. Respectively,

the feminine and masculine aspects will have to co-exist with modern

women. You will expect to see our own designed printed silk fabric

coordinating with gold sheep leather and goat fur ladies’ wear; Tuxedo

leather collar long printed dresses and jackets, Obi belt fur vest and quilted

overlapped coats style with tailored sequin pants.


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Thailand TIPAAPHONG POOSANAPHONG

【Profile】

Graduated from School of Visual Arts New York Advanced

Jewelry Making in 2006. Theater, Assistant designer,

Prêt-à-porter: Bangkok, 2006-2007. Pierre et Gilles,

Costume designer and photographer’s assistant: Paris,

2003–2004. - Complete wardrobe and accessory design

and fabrication, - Aesthetic consultant and model

preparation Emanuel Ungaro, Assistant Couture, Atelier

de Haute Couture: Paris, 2000–2003. - Clothing

fabrication for runway shows, haute couture, -

Consultations with private clients, alterations, - Draping, embroidery,

beading, quilting, finishing specialist. Jean-Charles de Castelbajac, Intern,

Atelier Prêt-à-Porter: Paris, 2000. - Pattern design and prototype

construction


"Coming from an extensive background in the Haut Couture ateliers of Paris,

TIPAYAPHONG POOSANAPHONG was officially launched in 2007 to address

the more everyday needs of the urban women. Inspired by art more than

anything else. Mr. Poosanaphong presents a very strong artisanal element to

his luxurious read-to-wear women’s collections that feature beautifully

whimsical detail on classical silhouettes that wear well on women of all ges.”

Collection concept: Romantic Rhythms Inspired by the rhythmic fluidity of

movement associated with traditional Thai dance, this collection is designed

for an ultra feminine woman who discreetly expresses her sensuality

through subtle sophistication and certain elegant restraint. Dominated by a

mostly pastel color palette emphasizing romantic nudes and sheers, there

are also highlights of luminosity in sequins and elaborate beading. Silk

organza, chiffon, cotton and jacquard are the predominant textures in form

fitting silhouettes that also give volume to flatter the body via layering and

ruffling, reminiscent of Phuang Malai (Thai garlands). As with all

TIPAYAPHONG POOSANAPHONG collections, there is a strong artisanal

quality to the garments with many hand-made detail, including his much

loved embroidery and signature crochet.


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Vietnam HUYNH HAI LONG

【【Profile】

Graduated from University Theatre Cinema.

Awarded 2 prizes in VN Collection grand prix Contest

2009, “Grand Prix” and “New Color” Awarded 2 prizes

in China fashion designer creation contest 2011,

“Media award” and “Young Talents Award”.

He participates Vietnam fashion Week from 2010.

He has two shops in Ho Chi Minh City.


The combination of 2 friends’ name (HUY & LONG). HULOS PRIVE is a luxury

line special created for Female.

Collection concept: FLY TO THE EAST

Inspiration: The more develop the life is, the more chances we have to learn,

exchange and receive many new cultures from the west. Unfortunately,

traditional values are also forgotten. The collection by designer Huynh Hai

LONG is a message to the youth on keeping traditional value while

promoting its quintessence to the contemporary and global integration.

The collection FLY TO THE EAST is a desire to evoke the beauty of traditional

culture.


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(3) Seminar

July 18th Wednesday, 13：45-16：45

Tokyo Big Sight Conference Tower 1F Reception Hall B

The seminar session featured presentations by leading experts in each of three areas

for which Japan is renowned: fashion creation, fashion business, and textiles.

The AFF zone within the JFW-IFF venue also included a Textile Corner, where some of

the different types of Japanese textiles referred to in the seminar were on display.

Seminar 1 「Talking about TSUMORI CHISATO」

Interview ： CHISATO TSUMORI interviewed by NORIKO AOKI

(reporter from The Senken Shinbun)

Designer Chisato Tsumori unreservedly expresses her freethinking

ideas about what she likes and what she is interested in. The brand

offers energetic styles filled with fantasy for adults with girly yet

sexy tastes.

This interview with leading Japanese designer Chisato Tsumori provided an

opportunity to explore the fascination of TSUMORI World through discussion of the

impetus for her designs, the dynamism that powers her craftsmanship, and the role

of design within society, etc.


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TSUMORI CHISATO continues to create energetic styles filled with fantasy for

adults with girly yet sexy styles. Tsumori gets the ideas for these designs from

everyday life. She believes that inspiration can be found anywhere, as long as you

are open to receiving it, and that it really is possible to build a fashion collection from

everyday reality. As she sees it, design work involves giving form to ideas that have

come out of the blue.

The single biggest strength of the TSUMORI CHISATO brand is the “cuteness”

factor. The brand draws adroitly on women’s desire to be able to transform

themselves, and on the spirit of a young girl that resides in all of them; the designs

that she is able to create from this approach have proved popular with women of all

ages. Twenty-two years on from when Tsumori launched her brand, it is now possible

to see mothers and daughters going into a TSUMORI CHISATO boutique together.

The driving force behind the outstanding workmanship that the TSUMORI CHISATO

brand has maintained for so long has remained unchanged ever since the brand’s

debut; the brand’s founder remains committed to bringing her own style out into the

world to share with others. Tsumori says that she gets a great sense of satisfaction

and fulfillment out of the pleasure and joy that her creations bring to people.

Tsumori believes that it is vital for young designers—who are still forging their own

personal style through a process of trial and error—to recognize the importance of

design work and approach it with the seriousness it deserves. Even if you are only

designing a shirt, you should also try to visualize what the skirt or slacks that would

go with it would look like; by developing an overall impression in this way, you can

start to establish your own style. Tsumori also stresses the importance of having a

thorough knowledge of materials. When it comes to expanding into global markets

and growing one’s business, the key things to emphasize are teamwork and

cultivating a sense of balance. It is important to maintain high standards of

craftsmanship so that the designer’s taste and unique “signature” can be fully

reflected in the end product.


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Seminar 2 「Japan Apparel Fashion Industry in the World」

Its Market Characteristics and a Course for Coexistence with Asia

Speaker ： TAKESHI HIROUCHI

Chairman, Japan Apparel Fashion Industry Council

Representative Director, Chairman and President,

Onward Holdings Co., Ltd.

Chairman of the Board, Onward Kashiyama Co., Ltd.

Continued to serve in various positions such as

1965 Entered Onward Kashiyama Co., Ltd.

1985 Director & General Manager, Foreign Trade Division

1991 Managing Director & General Manager, Lady’s Division

1994 Senior Managing Director & General Manager, Men’s Division

1997 President

The topics addressed in this seminar on the apparel fashion industry in Japan

included a detailed discussion of the characteristics of the Japanese market, and

indicating the direction to coexistence with east Asia countries.

As a market for the fashion business, the Japanese market is still one of the most

important in the world in terms of the number of consumers and their buying power.

However, Japanese consumers are very demanding when it comes to quality, and

they also expect to feel an emotive response to the items they purchase; winning

over Japanese consumers to your brand is thus no easy task. To achieve continued

success in the Japanese market, besides keeping your finger on the pulse of

consumer needs, it is also important to monitor the changes taking place in the wider

environment in which the apparel industry has its existence. Today, the key to

building brand value is to develop a sales strategy that focuses on achieving the right

overall balance between apparel and fashion goods in the wider sense. There has

been a diversification of distribution channels, with the growth of e-business, outlet

malls, shopping centers built adjacent to or over railway stations, etc. Although

department stores, which in the past have been the single most important

distribution channel, remain important, it seems certain that future growth in the

Japanese apparel market will take new forms.

When seeking to enter the Japanese market, it is important to have a thorough

understanding of advantages and disadvantages of the special types of transaction

that characterize the Japanese market, such as purchased stock, consignment stock,

and backdating of payment, and to be able to deal with situations on a case-by-case

basis. An additional point is that, while Japanese consumers have strong fashion

sense and are very demanding about quality, price is also an important criterion for

them, and they are skilled at combining relatively inexpensive “fast fashion” with

luxury brands. Japanese consumers are also attracted to products that display

sensitivity to the changing seasons, making careful product planning even more


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indispensable.

Surveying the Asia region as a whole, it is clear that, thanks to rapid economic

growth, there is growing demand for apparel and fashion goods that appeal to

consumers’ aesthetic sensibility rather than being merely utilitarian. It seems safe to

say that individual countries and regions within Asia are now creating a new “Asian

Fashion” that, while keeping up with the times, also reflects their own respective

history and traditions, and their cultural and technological backgrounds, creating a

new axis for the fashion world that will counterbalance the Western influences that

have been so dominant in the past. We will soon be entering a new era in which the

global fashion market as a whole is enriched and invigorated by Asian fashion.

Seminar 3 「Production Craftsmanship Originating in Asia」

The Future of Japan Textile

Speaker ： HIROKO WATANABE

Honorary professor, Tama Art University

Chairman, Japan Textile Design Association

President, NPO Textile Network Japan

Managing Director, Japan Finland Design Association

Secretary, International Shibori Network

After graduating from Department of Design, Tama Art University, she

studied abroad in France and Finland. Upon returning to Japan, she

exhibited at world textile exhibitions and held solo exhibitions in Japan,

Northern Europe, Germany, and Italy among other countries. She has


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received numerous awards, including the Education Minister’s Prize,

Kyoto Newspaper Award, Good Design Award, and Award for Excellence.

This seminar stressed the importance of true craftsmanship and outlined the

message that Japanese textiles are seeking to bring to the world.

The various different Japanese textiles referred to in the seminar were on display in

the Textile Corner at the AFF zone in the JFW-IFF venue, thereby helping to create

maximum synergy with the seminar.

It has often been said that the 21st century is “Asia’s century,” but are we

ourselves really aware of this? We are entering an era in which, while questioning the

significance of “Asia” itself, we also need to reexamine the idea of Asian autonomy

from the point of view of our respective histories, traditional cultures and lifestyles.

In the field of fashion and apparel craftsmanship, while launching new Asian brands

whose creations emphasize the unique aesthetic sensibilities and technique that

have evolved out of the cultures and traditions of individual Asian nations and

regions, the wisdom and strength to cope with the challenges of a new era will also

be needed.

Within the textile field, there is an immensely wide range of products – from

traditional textiles to new products underpinned by the latest technologies, and from

textiles used in daily life to industrial textiles employed in space exploration bringing

with it an ever wider range of possibilities. The textile sector is being animated by

new dreams and new potential, as designers and manufacturers take pride in the

important role that their ideas have to play in supporting the continued growth of the

textile industry as a whole.

Let us all work together to send out a new message, “from Asia to the World,” while

not forgetting the sense of mission that underlies true craftsmanship and the goal of

helping to build human-friendly lifestyles.


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(4) Reception Dinner

July 18th, Wednesday, 18：00-20：00

Tokyo Big Sight Conference Tower 1F Reception Hall A

Following the opening address by Mr. Masahiko Miyake, vice chairman of AFF Japan

Committee, a ceremonial sake barrel was broken up by special guest Mr. Gguyen Trung

(commercial counselor at the Vietnamese Embassy in Japan), the Chairman and Vice

Chairmen of the AFF, and the Master of Ceremonies, to mark the opening of the event.

The reception dinner saw a lively exchange of views and sharing of ideas between

participants.

This year, as part of the welcoming ceremony, Tama Art University Wadaiko-Japanese

Drum Club “Yarimizu Daiko” was invited to give a drumming performance, and Mr.

Hironori Komatsu, an instructor from the Nippon Flower Designers’ Association gave a

flower arrangement demonstration. The energetic drumming performance helped to

enliven the reception dinner, while the flower arranging demonstration left everyone

entranced with the flower creation based on the theme of wa (harmony). The completed

flower arrangement was presented to Mr. Du Yuzhou, the honorary chairman of AFF

China, in recognition of the outstanding contribution he has made to AFF as a key figure

within the organization ever since it was first founded, after which Mr. Du gave an

address in which he looked back over the development of AFF over the past 10 years.

The closing address, which brought the first day of the AFF Conference to a close, was

given by Mr. David Wang of AFF Singapore, which will be hosting the next AFF

Conference.

Kanpai!—Drinking a toast AFF Japan Vice Chairman Mr. MIYAKE


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Drumming performance

by Tama Art University Wadaiko-Japanese Drum Club “Yarimizu Daiko”

Flower arrangement demonstration by Flower designer Mr. Hironori KOMATSU,

who belongs to Nippon Flower Designers’ Association

AFF China, Honorary chairman AFF Singapore, Chairman

Mr. Yuzhou DU Mr. David WANG


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(5) Company Visit

July 19th, Thursday, 9：30-11：30

Sanei International Co., Ltd.

During a visit to the company headquarters of Sanei International, the attendees

were given a presentation on Sanei’s brands and its brand portfolio strategy, which also

touched on some of the key points that foreign companies need to bear in mind when

seeking to develop the Japanese market. The visiting AFF members from overseas were

very excited by the content of the presentation, which included detailed information

regarding Sanei’s business strategy. They were also shown round all the main sections

within Sanei’s headquarters building to see the headquarters in operation.

(6) School Visit

July 19th, Thursday, 14：00-15：30

Bunka Gakuen

The visit to the Bunka Gakuen International Communication Center included a guided

tour of the Fashion Resource Center and of the Costume Museum. The Conference

attendees who took part in the visit were deeply impressed by the outstanding campus

environment at the Bunka Gakuen International Communication Center, and by the

strategies and frameworks adopted by the Bunka Gakuen in order to cultivate the next

generation of designers and other individuals who will play a key role in the fashion

industry in the future.

≪FASHION RESOURCE CENTER≫

The mission of the Fashion Resource Center is to serve as a center for the provision and

exchange of information about fashion-related developments around the world not only

to Bunka Gakuen students, but also to the wider fashion education sector and fashion

industry in Japan.

Holding Facility

『The Textile Division』

The Textile Reference Room has a permanent collection of approximately 8,000

textile samples. The multi-faceted displays—which include everything from basic

textiles to recent trends—give users of the facility the opportunity to actual touch

the materials they are interested in.

『The Audio & Visual Division』

The Visual Reference Room has a collection of visual images of collections from

various cities around the world that play a leading role in the global fashion

industry.

Some of these images date back to 1946.

『The Costume Division』

The Costume Reference Room houses a collection of around 50,000 items,

including works by Bunka Gakuen alumni and leading designers, as well

competition-winning designs and the products of fashion companies. This

collection is extensively used to gain inspiration for works intended to reflect a

particular era.


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(7) Exhibit at JFW-International Fashion Fair

July 18th, Wednesday – 20th, Friday

Tokyo Big Sight West Hall 4th Floor

In line with the AFF’s strategy of seeking to expand business exchange through active

participation in fashion-related events held in countries all over the world, the AFF took

part in the JFW-International Fashion Fair. A dedicated AFF zone was included in the

JFW-IFF, with an AFF Members Corner, an AFF Collection Corner, and a Textile Corner.

AFF Zone

『AFF Member Corner』

The AFF Members Corner was a special booth for joint displays by member

companies of AFF member countries, with the aim of providing a venue for

business matching. This year, six Korean companies showcased their products at

the booth.

Company Name Label Name Category Official Website

WHITE campari orange Ladies http://www.campari.co.kr

Dongju Mode avecmoi Ladies http://www.dongjumode.net

Liang Liang S. J Ladies http://liangsj.kr/main.asp

STARSHOES dusty mauve Shoes http://www.dustymauve.com

uniSchola uniSchola Ladies http://www.stylero.co.kr

Hyerim dU'gonG Ladies http://www.dugong.kr

『AFF Collection Corner』

The AFF Collection Corner was a special booth for display and business negotiation

on the part of the designers whose works were included in the AFF Fashion Show.

The displays brought together numerous examples of the flourishing “Asian

creation” that takes each country’s traditions and culture as the background for

developing truly contemporary styles. While helping to give greater exposure to

the high quality of the Asian Fashion that AFF espouses, the AFF Collection Corner

also provided the designers concerned with a foothold for developing the Japan

market.

『Japan Textile Corner』 The Future of Japan Textile －Japan Textile Creation－

With assistance from the Textile Design Association of Japan, many of the textiles

that were discussed during the third part of the AFF Seminar “Production

Craftsmanship Originating in Asia—The Future of Japane Textile” were brought

together for display in the Textile Corner at the AFF zone, with explanatory

information regarding the special features of the individual textiles and about their

manufacturers. The Textile Corner created an opportunity for large numbers of

people to view the wide range of different textiles that are the product of the

unique creative power deriving from the combination of the outstanding technical

skill that Japan has accumulated through its history as a textile producer nation,

and Japan’s world-renowned aesthetic sensibility; in this way, it has helped to


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spread awareness of the excellence of Japanese textiles both within Japan and

overseas.

It should be noted that all of the textiles on display in the Textile Corner had been

awarded the “J-Nuno” mark* by the Textile Design Association of Japan.

*The “J-nuno” has been established with the aim of promoting the development of

fabrics created with outstanding techniques and sensibilities and imbued with

Japanese culture, and of gaining recognition of these fabrics’ benefits to our lives.

Rather than being confined to a passing fashions or short-sighted Japanese fads,

“J–Nuno” stands for products that embody in fabric the Japanese culture to be

passed down successively to the next generation.

＜cooperative Firm and Organization＞ random order

Abekichi

Shima Textile Factory

Hanyuda Textile Co., Ltd.

Saiei Orimono Co., Ltd.

Kurosawa Lace

Mitasho

Arakei Orimono

Kojima Senshoku

Yamazaki Velvet

Shibori Dyeing Kuno Studio

STUDIO SALT SHRINKAGE

Taenaka Pile Fabrics Co., Ltd.

Sugimura Textile Industry, Inc.

Enmago Textile Co., Ltd.

Nakaya Pile

Daidoh International Ltd.

Kokura Creation

Teijin Fiber

Lupinus Co., Ltd.

Torey Industry Inc.

Akihiko Izukura, International Association of Natural Textile

Kyoto Senshoku Bunka Kyokai 「Project ZERO」

Mineta Tex. Co., Ltd.

Urase

Oomae

Some Komori

Sawada

Sonobe Senkou

Ono Textile


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AFF Member Corner

AFF Collection Corner

Textile Corner


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Documents

Asia Fashion Federation Japan-Tokyo Conference REPORT Asia Fashion Federation...SENKEN SHIMBUN Co.,Ltd. 4. Chairman Meeting July 17th Tuesday, 15：00-17：30 “Rainbow” Conference