T rad e S hows A/W 17 /18
Playtime Tokyo
Folk Made
Tokyo — Fe bruary 21-23
“
Overview
Along sid e the Pa r is- a nd New Yor k-b a sed show s
w ithin the p op ula r Pla ytime fr a nchise, the Tokyo
leg mig ht feel sca led b a ck (show ca sing some T H ER E' S A H I GH C AL I BR E O F
2 00 b r a nd s comp a r ed to Pa r is' s 500), b ut w ha t it
BU YER I N T O K YO , K EEN T O FI N D
la cks in ter ms of b r a nd numb er s, it cer ta inly
ma kes up for on q ua lity. With a n exciting mix of SO M ET H I N G N EW , ESP EC I AL L Y
b r a nd s a nd a p oint of d iffer ence tha t continues
EU R O P EAN . T H EY' R E N O T AFR AI D
to a ttr a ct a g lob a l a ud ience, the show , now on its
16 th sea son, is w ell-esta b lished in the kid sw ea r O F EXP O R T H ER E AN D C O M E T O
tr a d e show ca lend a r .
T H E SH O W W EL L -I N FO R M ED.
A g a tew a y to Ja p a n tha t could b e d escr ib ed a s
tw o-w a y, the show is w ithout d oub t the p la ce to Maria Llerena
d iscov er the b est Ja p a nese a nd w id er APAC- Co-founder/designer, Motoreta
b a sed kid sw ea r b r a nd s – b oth new a nd mor e Ami Amie
esta b lished – w hile a lso p r ov id ing a la unchp a d
for those fr om outsid e of the r eg ion to g a in
exp osur e w ithin this d yna mic ma r ket. A ha nd ful
of Eur op ea n la b els in p a r ticula r a r e finishing up
their A/W 17/18 tr a d e show tour w ith a fina l stop
in Tokyo.
F or the p ur p ose of this r ep or t, our focus fa lls on
p r ed omina ntly d omestic na mes, shining a lig ht
on those exciting b r a nd s tha t a r e ma king w a v es
b oth on home soil a nd on a n inter na tiona l sca le.
Playtime
Littlefox
Trend Checklist
Nu folk : a p op ula r folklor ic stor y r eceiv es a
contemp or a r y up d a te v ia p a tter n
exp er imenta tion, p la yful textur es a nd v ib r a nt
p op s of unexp ected colour .
U rb a n surp lus: b oys' looks d r a w on a p er ennia l
milita r y a esthetic, b r oug ht up to d a te w ith sp or ts
insp ir a tions.
Colour: b lush p ink ma inta ins its commer cia l
a p p ea l, yet no long er feels b ound b y g end er
r ules. As a contemp or a r y g r ound for p r int a nd
tr end -led up d a te to b a sics, it follow s the lea d of
commer cia l w omensw ea r . R ich ochr e a nd a n
una p olog etic or a ng e r ound out A/W 17/18' s tr end Folk Made Ami Amie
colour s – g r ea t for lifting A/W r a ng es in-stor e.
Ted d y -b ea r tex ture: ted d y-b ea r lend s a cosy,
w inter -r ea d y finish to a ll ma nner of sep a r a tes,
w hether used a ll-ov er or a s a contr a st p a nel.
S a y it loud : r a ng e b a sics a r e not only a ca nv a s
for p r ints a nd g r a p hics, b ut a lso a llow b r a nd s to
ma ke b old sta tements.
Anima l ma g ic: a nima ls p r ov id e a r ich sour ce of
insp ir a tion for p r int a nd p a tter n, w ith Ea ster n
influences a nd clev er mea ns of a p p lica tion
setting b r a nd s a t Pla ytime Tokyo a p a r t fr om their
Eur op ea n counter p a r ts.
Trend Forum
Littlefox
Trend Forum Jetpaq
Ami Amie Trico Field Littlefox Muumuu
Nu Folk THEME
As a t Pla ytime Pa r is a nd New Yor k ed itions, b r a nd s in Tokyo continue to exp lor e a fr esh ta ke on a p op ula r folklor ic stor y. Eclecticism is key,
a nd ca n b e p la yed out in-stor e to cr ea te a str iking d isp la y w her e p a tter n, colour a nd textur e collid e. S ilhouettes a r e smock-like, w hile sher p a
a nd extr eme knits a d d a sea sona l sta tement q ua lity to la yer ing p ieces. Unexp ected b r ig hts cr ea te a contemp or a r y child like feel.
Trico Field Moun Ten
Trico Field Moun Ten Nunuforme Littlefox
Sports Surplus THEME
An und er lying milita r y a esthetic infor ms b oys' looks for A/W 17/18 a t Pla ytime Tokyo, a s sur p lus-insp ir ed sha p es a nd a n insta ntly r ecog nisa b le
colour p a lette d omina te ca sua l offer ing s. While cla ssic cha r a cter istics r ema in, new ness comes cour tesy of a sp or ts-insp ir ed infusion, w ith
tech fa b r ics r ep la cing cotton tw ill in some ca ses, or a p p ea r ing a s a n a d d ed la yer or inser t on outer w ea r styles.
Littlefox Jetpaq
Moun Ten Nunuforme Folk Made Littlefox
Jogging Bottom KEY ITEM
A p er ennia l kid sw ea r style tha t tr a nscend s b oth g end er a nd a g e, a jog g ing b ottom silhouette sits thr oug hout the ma jor ity of collections on
show a t Pla ytime Tokyo. The b ottom is a p er fect v ehicle for b r a nd s to exp lor e the sea son' s key colour s, exp er iment w ith textur e, or show ca se
their ow n p r ints or motifs for A/W 17/18. No r a ng e in-stor e should b e w ithout this v er sa tile a nd und enia b ly commer cia l item.
Trico Field Folk Made
Muumuu Ami Amie Littlefox Kokacharm
Blush Pink CO L O UR
Ther e is no d enying the sig nifica nce of soft p ink for g ir ls. This colour is a lw a ys a g iv en for g ir lsw ea r , ow ing to the d eca d es-old connota tions
of femininity, b ut tod a y it no long er feels b ound b y g end er r ules. Instea d it is a contemp or a r y g r ound for exp er imenta l p r int a nd a tr end -
led up d a te to b a sic a nd sta tement styles, follow ing the lea d of commer cia l a p p a r el for a d ults.
Nunuforme Jetpaq
Kokacharm Folk Made Ami Amie Moun Ten
Ochre CO L O UR
A key colour a lr ea d y p icked up a t the Pa r is ed ition of Pla ytime a nd ca lled out in the A/W 17/18 Ea r thed kid s' for eca st, r ich ochr e p r ov id es a
sta tement p op to collections a s b r a nd s b r a v ely emp loy this v ib r a nt sha d e a s a n a ll-ov er colour a tion a cr oss jer sey b a sics, knits, ca sua l
sep a r a tes a nd a ccessor ies. Wor k these styles in a mong items in cor e commer cia l colour s to lift A/W r a ng es in-stor e.
Sawa Sawa Muumuu Nunuforme Littlefox
Orange Alert CO L O UR
R ound ing out the sea son' s str ong tr end colour s a t Pla ytime Tokyo, a n una p olog etic or a ng e b r ea thes life into r a ng e b a sics a s a n a ll-ov er
colour or a v ib r a nt a ccent. Nunufor me b r ing s the somew ha t sta p le B r eton str ip e T-shir t – a style tha t a numb er of b r a nd s a d op t for A/W 17/18
– to life w ith a contr a sting p a tch p ocket in or a ng e. Mea nw hile, L ittlefox up d a tes a p op ula r cosmic theme in this unexp ected sha d e.
Jetpaq Nunuforme
Muumuu Moun Ten Folk Made Nunuforme
Teddy-Bear Texture MATERIALS
L end ing a cosy, w inter -r ea d y finish to a ll ma nner of sep a r a tes, ted d y-b ea r textur es r un thr oug hout collections a t Pla ytime Tokyo, echoing
those seen a lr ea d y this sea son a t CIF F K id s a nd Pla ytime Pa r is. While a n or g a nic-insp ir ed p a lette p r ev a ils, the use of colour – a s seen a t
Jetp a q – p ushes these ma ter ia ls in a new d ir ection. In p a nel for m, these textur es a r e not just for outer w ea r , a s d emonstr a ted a t F olk Ma d e.
Nunuforme Ami Amie Folk Made
Clown Collar DESIGN DETAILS
This sta nd out d esig n d eta il confir ms the a ir of exp er imenta tion typ ifying a numb er of the b r a nd s on show a t Pla ytime Tokyo. The exa g g er a ted
clow n colla r is used to up d a te b oth top a nd d r ess styles in knit or jer sey. F or the la tter in p a r ticula r , Nunufor me g iv es the ev er -commer cia l
B r eton str ip e a p la yful tw ist w ith the a d d ition of a contr a sting , ov er size r uffle colla r .
Jetpaq
Moun Ten Nunuforme Nunuforme
Say It Loud G RA PHICS
While r a ng e b a sics ha v e long b een the p la ce for b r a nd s to exp er iment w ith p r ints a nd g r a p hics, they a r e incr ea sing ly b ecoming a p la tfor m
on w hich w or d ed sta tements a r e ma d e, a s a lr ea d y seen a t CIF F K id s a nd Pitti B imb o. L a r g e-sca le typ e shouts loud a cr oss jer sey T-shir ts a nd
sw ea tshir ts. Jetp a q show s tha t size d oesn' t ma tter her e, ma king a b old sta tement in stitch on the la p els of a simp le cotton shir t.
Littlefox Trico Field Ami Amie
Animal Magic PRINT & PA TTERN
This end ur ing ly p op ula r sour ce of insp ir a tion for p r int a nd p a tter n w a s a lr ea d y ca lled out a t CIF F K id s this sea son. B r a nd s a t Pla ytime Tokyo
show ca se their ow n style w hen it comes to a nima l motifs. Whether the a nima ls a r e Ea ster n-insp ir ed or a p p lied to items using a lter na tiv e
mea ns, p la yful fa ces a d d inter est to b oth b a sic a nd mor e sta tement styles for A/W 17/18.
Brand Contacts
Ami Amie Little Fox Sawa Sawa
[email protected] I ami-amie.jp [email protected] I www.littlefoxclub.com [email protected] I www.sawa2.com
Folk Made Moun Ten Trico Field
[email protected] I www.folk-
[email protected] I www.mounten.jp
[email protected] I www.fith.co.jp
made.jimdo.com
Muu Muu
Jetpaq
[email protected] [email protected] I jetpaq.nl www.dearmuumuu.com
Kokacharm Nunuforme
[email protected] I www.kokacharm.com [email protected] I www.nunu-web.com
Ami Amie Trend Forum Trend Forum
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