Japan Fashion’s Night Out

It was the third edition of Japan Fashion’s Night Out but this one was special. After last season’s event was cancelled due to the devastating tsunami, Vogue decided to strike back with fabulous vengeance. They invited Vogue editors from 16 different countries and organized the biggest FNO yet. Every major store in Tokyo participated and opened its doors for an afternoon packed with entertainment.

Now, how did little old me end up there? I have only one person to thank: Roko Mishima, the dutiful PR girl at Stella McCartney Japan who also happens to be one of my closest friends from college in London. She introduced me to Ultrabloggers, the third party production company hired by Vogue to bring over international bloggers. I was one of 8 girls and boys invited to report on the event.

The day started at 11 AM at the Cerulean Hotel where we were divided into small groups. I would be traveling with Chiara Ferragni, and 2 Japanese girls. Our first stop was the uber-modern Costume National store where we found designer Ennio Capasa mingling with the guests. We continued on to the FNO opening ceremony at Omotesando Hills department store where the crowds of fans and fashionistas were so overwhelming it was down right impossible to see anything! Next we hit up Emporio Armani, Louis Vuitton, Michael Kors and Hermes. Each store required us to stay 30 minutes to take photos of the merchandise. Whether you had to pee or were hungry did not matter – we were on a tight, Japanese-style schedule, which had not calculated in any breaks. Our pleas and complaints did not phase our escorts one bit! Luckily I got an exclusive 1-hour stop at Stella McCartney. Roko did an amazing job at keeping her customers happy – Stella wins the prize for most in-store entertainment! There was an accordion player, a cotton candy machine, a manicurist, a photographer and chocolate! Ai Tominaga, the official spokesperson for this year’s event showed up in one my favorite “floating polka dot” dresses. I got to take off my shoes for a bit and reunite with my old friend. By the time we got to Dior it was 7 pm – still no food – where Nicola Formichetti, Kris Van Assche and Emanuelle Alt were holding court in front of dozens of reporters and two awesome-looking DJs were pumping loud techno – I really enjoyed that musical intervention! When we finally got to Fendi I could barely walk anymore – my feet had had it with the heels. Oh, the things women endure for fashion… The night ended at Michael Kors’ party at the American Embassy. Anna Wintour and Anna Dello Russo were sighted and Jennifer Hudson performed.

I am so grateful to Stella McCartney, Vogue and Ultrabloggers for inviting me to this amazing event. It was my first time in Tokyo and it was the start of a life long love affair. Japan Fashion’s Night Out was a huge success and I am so proud to have been part of it. See you next year, Roko?


November 11, 2011

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