Our fashion students explore Japan's fashion capital, Tokyo!

Our BA (Hons) Fashion Communication and Promotion and BA (Hons) Fashion Marketing and Branding students have recently spent an exciting week exploring Japan's fashion, capital Tokyo.

Fashion students in Tokyo
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From left: Sarah Williams, Becky Pozzi, Gaby Ryan, Abi McEwan and Anna Lewis

Our BA (Hons) Fashion Communication and Promotion and BA (Hons) Fashion Marketing and Branding students have recently spent an exciting week exploring Japan's fashion, capital Tokyo.

The optional study trip was open to Final Year students, and gave them the chance to experience the different fashion styles, cultures and subcultures that Tokyo has to offer.

The itinerary included several group activities, with the opportunity to meet industry experts to give them an insight into the Japanese market. This included Martin Webb, Director of Communion PR, whose previous role was Director of Marketing and Communications for Marc Jacobs. The students were also taken on a guided tour of luxury stores by Helge Fluch, an expert in the luxury sector.

The students also had plenty of free time to explore the city. They were encouraged to visit the neighbourhood of Harajuku, centre of Japanese youth culture and fashion, and various museums, including the National Art Center. There was also the option for a trip out of the city to Mount Fuji, Japan's highest mountain.

Fashion Communication and Promotion student Natalie Earthy told us: "Tokyo has always been my dream destination and it lived up to my expectations. Visiting the city first-hand has improved my understanding of the Asian perspective on fashion, and allowed me to conduct primary research for two projects I'm working on. I would recommend this trip as you have the opportunity to experience a culturally diverse and exciting place with your best friends."

Senior Lecturer Yvonne Richardson commented: "Developing a global mind-set and having a solid understanding of diverse and international perspectives is a key part of what makes our Fashion Marketing and Branding and Fashion Communication and Promotion students distinctive. From a fashion perspective, Tokyo contains a fascinating mix of the big global Western brands as well as so many fascinating subcultures or fashion tribes e.g. Harajuku girls. The trip to Tokyo gives our students the opportunity to observe first-hand how the big global fashion brands operate locally and reflect upon cultural similarities and differences."

Fashion Communication and Promotion student Alice Butler added: "It's difficult to choose one thing as a highlight but I think it has to be Hama-rikyu Gardens. It felt really surreal because you were stood in these silent gardens with water everywhere, but in the middle of loads of skyscrapers - I loved it there. I've been fortunate enough to go to New York, Berlin and Tokyo during my course and would definitely recommend Tokyo, it was the best city I've ever been to!"

Our fashion students explore Japan's fashion capital, Tokyo!

Published on 27 February 2015
  • Category: School of Art & Design

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