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Japan to Promote Fashion Labels Abroad

The new project gives Japanese brands a chance to display their goods in Paris and Shanghai.

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HELPING OUT: The Japanese government is reaching out to help its homegrown fashion labels boost their international profile. The new project, called tokyoeye, will give Japanese brands a chance to display their merchandise at showrooms and stores in Paris and Shanghai through a series of initiatives this winter and next year. The brands selected have to foot the bill for their travel expenses and their collection’s transportation costs but tokyoeye will take care of the costs related to the venue, advertising and promotion and sales personnel. Japan’s Ministry of Economy, Trade and Industry is funding the project and Itochu Fashion System providing organizational support.