May 30, 2019 | By Louise Squire
Aug 09, 2018
The 19th Edition of Playtime Tokyo will be moving to EBiS 303, in the heart of the city’s fashion district of Shibuya.
This move sees the continuation of the shows larger strategy shift, implemented last season, in which the event was curated into several new areas; “ New in Tokyo”, “Lifestyle”, “Family” and “Must have”. As creativity and collaboration are part of the Playtime DNA, expect to see some inspirational instillations and exhibitions. For instance, the entrance is set to display a photo editorial entitled “sweet suburban sky” by Feli & Pepita. The seasonal Milk Awards will also be handed out by the Milk Japan team for both Fashion and Deco categories, with an Editors special prize, too.
The summer edition will showcase around 100 brands from over 15 countries, 38% of which will be new to the show. Given that Japan has established itself as a key destination for kids fashion and style, something we highlighted in our Shop Kids- Tokyo Video, WGSN kids team have selected a few home-grown favourites and exciting international first-time exhibitors not to miss.
The New Society
Already called out in our recent Spanish brands to watch report, and winner of the Pirouette ‘one to watch’ prize at Pitti Bimbo in June, The new Society is one of the hottest brands on the kids trade show circuit. Based in Madrid, Spain and manufactured in Portugal using largely organic fabrics, the brand is aimed at boys and girls aged 3-14 years. This will be a first time appearance for the brand at Playtime Tokyo.
This already well-stablished Canadian brand produces backpacks, totes, pouches and travel kits for both kids and adults. With a sound commitment to sustainability (organic cotton and minimal packaging), the brand also pick a charity in line with their brand identity to support each year. Fluf is also showing at Playtime Tokyo for the first time.
Relatively new to the trade show circuit, Moun-Ten has been a firm favourite amongst the WGSN kids team for a couple of seasons. It’s effortless style and often unisex silhouettes combine sport and utility-wear together with a minimal colour palette. The effect is a quintessentially sophisticated, Japanese aesthetic that we just can’t get enough of.
Playtime Tokyo takes place August 21st – 23rd. For more S/S19 Kids trade show coverage click here.
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