More than 30,000 fashionistas flocked to the event in Japan's largest fashion, Tokyo Girls Collection - or TGC this weekend - a biannual show that combines fashion brands in the country with acts of popular music .
Now in its sixth year, the spectacle of six hours has become the center of culture "kawaii" or cute in Japan, a culture that has earned a reputation worldwide in recent years.
Saturday, the Saitama Super Arena, just outside Tokyo, more like a cross between a concert and circus in a fashion show. Popular models strutted their appearance on the track, as fans screamed their names, while others show viewers cabins filled with everything from makeup for a foot massage. Meanwhile, the stadium had a mini TGC ballet, and the appearance of Cirque du Soleil.
Visit the Tokyo Motor Show Girl Fashion Collection
"Our goal is to create a festive atmosphere that celebrates fashion," said show producer Maki Okuda.
TGC consider "anti-fashion" show where the emphasis is on accessibility and racing technology experts, not only cutting edge fashion. Unlike New York and Paris fashion shows where the high price of the brands will be announced monthly look at the track before arriving at retailers, the costumes appear in the TGC can be purchased immediately at a affordable price.
H & M and American Apparel session Tokyo Girl Collection
"TGC is not about how many buyers come from or is at the forefront," says Okuda. "All the young girls, while buying a ticket [$ 60] you can go and enjoy the spectacle of fashion."
The idea of TGC was born into a mobile site "Girlswalker.com," which included the trends of fashion, and horoscopes. Okuda said that the site is organized in a fashion show to celebrate five years, six years ago, that have what he calls the "real clothes", or casual, everyday use. The success of the original series led to a larger event next year. Today Show is held twice a year in Tokyo, which has an exhibition at the Nagoya and Okinawa. He also put in an event abroad, in Paris and Beijing.
The show marketing technology experts has helped increase their success. Eyes on the road are sold online, so the public can buy clothes for their smart phones instantly. Stresses the role of a cell phone events "reading" of the machine. Consumers should use their cell phones on the machine to get gifts. Instead, companies immediate access to consumer information, including e-mail address.
"Because of the TGC is a great event, there is a real value of the cabins to help create business," said Hiroshi Ito, who is responsible for marketing a small spa.
Although the event attracts mainly domestic brands, foreign companies began to take notice. Swedish retail giant H & M and American Apparel set up booths at the fair for the first time this year. American designer Jill Stuart has become an annual participant, not only shows his collection, but to create a stand up, so the girls to test the products and walk away with free samples.