DECODED FASHION: How to Enjoy Tokyo 2016 10 Times More!

Hello. I'm U, an art director. For this edition of NEW RULES OF LUXURY, we spoke with Dentsu Inc.'s Yoshihiko Kyoi, who continues as planning director for " DECODED FASHION " this year following last year, about this year's features and how to enjoy it.

The theme is "THE NEW RULES OF LUXURY"

U: On October 11th, the global fashion × technology event "DECODED FASHION" returns to Tokyo.

Kyoi: Yes. This event, which began in New York, has expanded to London, Milan, and Paris. It made its first landing in Japan last July and generated significant buzz.

U: What was last year's "DECODED FASHION" like?

Kyoi: Last year's theme was "WELCOME TO THE DIGITAL WORLD." It addressed challenges the fashion industry faces through digitalization, bringing together prominent figures from Japan and abroad for discussion. These included Imran A. Ahmed, Editor-in-Chief of The Business of Fashion; William Kim, CEO of AllSaints; Yoshitaka Yasui, Founder of Origami; and Shintaro Tabata of LINE.

The discussions covered a wide range of topics, including insights into the millennial generation, engagement methods, the potential of e-commerce, new in-store shopping experiences, and the success stories of emerging brands.

U: And this year's theme for "DECODED FASHION" is luxury, right?

Kyoi: That's right. To further deepen last year's discussions, we've titled it "THE NEW RULES OF LUXURY." Among the values fashion brands have provided is "luxury." However, in today's world where technological advances are fundamentally changing people's living environments and core values, the definition of luxury itself must evolve.

The customers fashion brands will serve in the future are millennials, the so-called digital natives. What does luxury mean to them? That might be the true luxury of the future. How is it different from before? We aim to deeply insight into this and redefine luxury itself.

While last year's discussions centered on visible phenomena, this year we aim to engage in more fundamental debates about fashion's future, focusing on deeper insights.

Participants will form networks and communities

U: What do you think will be the highlights of this year's "DECODED FASHION"?

Kyoi: We're planning to feature renowned speakers from Japan and abroad again this year.

José Neves, founder of the online fashion retailer Farfetch; Amanda Parks, Head of Technology & Research at Manufacture New York; Christopher Raeburn, founder and designer of Christopher Raeburn; Taffy Kriegel, Vice President of Product Planning at Levi's; and from Japan, Kaie Murakami, CEO of Simone, and Megumi Wakabayashi, Editor-in-Chief of WIRED Japan. Nearly 30 diverse speakers will gather. This year's new MC, Mariko Nishimura, CEO of Heartcatch, will draw out their charms.

The exhibition booths will offer experiences showcasing new possibilities for fashion through technology. Last year featured virtual try-on experiences via digital mirrors, wearables like paper watches and sunglasses, and accessory manufacturing using 3D printers. This year will again include various experiential booths, such as technology showcases from sponsoring companies and VR experience booths.

Above all, the defining feature of "DECODED FASHION" is its participant meetups. We'll arrange one-on-one meetings between participants and speakers through the Mentorship Hub, and also facilitate meetups among participants themselves.

DECODED FASHION isn't about theoretical discussions; it's dedicated to fostering new businesses born right here. Last year, several new ventures emerged from this event through startup competitions and collaborations among participants.

U: It's wonderful how new networks and businesses form from these meetups!

Kyoi: The after-party starting in the evening and the executive party the day before, accessible with VIP tickets, also embody the essence of "DECODED FASHION." Last year, the venue was packed, but these events aren't just about creating a lively atmosphere. They're designed to foster a relaxed environment where participants can build broader networks, hoping unexpected collaborations will spark the seeds of new business.

DECODED FASHION isn't just a one-day event. We want it to be a place where participants form networks and communities, continue sharing information afterward, and meet again year after year to witness its evolution together.

U: With just a few days left until "DECODED FASHION," I'm excited to see how it has evolved.

Kyōi: That's right. All participants actively engage as stakeholders to energize the event, build networks, and maintain relationships afterward, generating new information and business opportunities themselves. Using the day as a catalyst for this is how you truly enjoy " DECODED FASHION."