Fusion of Niigata's Tradition and Future Pioneering the Possibilities of Local Fashion Report on "Niigata Fashion Runway 2025

On April 20, 2025, "Niigata Fashion Runway 2025" was held at Hotel Okura Niigata (Niigata City, Niigata Prefecture), bringing together a wide variety of styles from traditional kimono to contemporary street fashion.

The models in glamorous outfits and the audience were enthusiastic, and the day was a reaffirmation of the appeal of local culture through fashion.

Kimono style model Tsubasa/Sora 

The theme was "Fusion of Niigata's Tradition and Future. Thirty-two models from children to adults appeared at the venue to showcase the unique creations of each brand. All tickets for regular seats, VIP seats, and VVIP seats were sold out, filling the venue with 110 spectators.

This event was organized by Mikiko Oshima (Oshimaya producer/designer), who has been seeking new expression through the traditional Japanese culture of furoshiki and kimono, and served as the executive committee chair. Oshima began holding fashion shows using furoshiki in 2011, and has continued to pursue her dream of "someday holding shows overseas.

This desire was realized last year with presentations in Malaysia and Paris, followed by one in New York in February 2025. In New York, the new MIYOKO brand of clothes made from kimono fabrics, which was created with the generous support of customers and related parties, was especially well received, and the designer MIYOKO herself was able to participate in the show.

The Niigata Fashion Runway this time was reconstructed as a "triumphant return performance" to express gratitude for the support leading up to that New York show. Two Niigata brands (knitwear brand "Sasha" and street brand "Taizo") that resonated with Oshima's philosophy of local culture, social contribution, and children's development supported and participated in the event, bringing the community together to make it a success.

The "furoshiki fashion show," which began in 2010 and is now in its 13th year, has revived the "adults' section" for the first time in several years. The stage was a fusion of children's free ideas and sophisticated arrangements by adults, and the character "Mr. Lerch" made a guest appearance wearing a furoshiki, which made the audience feel at home.

Furokolle Furoshiki Fashion model Miumi

The brand "Sasha" from Gosen City, known as a knit production center, presents colorful and comfortable knit works by designer Satomi Matsumoto, utilizing her experience and skills as "Matsumoto Knit". The brand's sustainable and practical styles, made possible by the fact that it is not mass-produced, have attracted much attention.

Sasha knit dress and coat model Gaga Ryoko

Taizo, a unique street brand, presented a collection of T-shirts created by the owner of "Yakitori Taizo," a popular yakitori restaurant in Niigata City's Konan Ward. The store's staff also appeared as models, and the performance, overflowing with local love and a sense of fun, was met with applause.

Taizo logo T-shirt  model Odani

The "OSHIMAYA/MIYOKO" stage featured the latest collection of kimono brand Oshimaya, which was presented in New York this past February. The brand presented its unique worldview, a mixture of tradition and innovation, including dresses and one-piece dresses tailored from kimono fabric. Rakugo storyteller Rachman Tachikawa also appeared on stage and walked down the runway in a montsuki (Japanese traditional crested kimono) dyed from white fabric produced in Gosen-shi, which was dyed especially for him, and was applauded by the audience.

MIYOKO Visiting Kimono Clothes model Akiko

In addition, the Korean brand "de borjagi," a brand of pojagi (Korean furoshiki), exhibited at a booth in the venue, adding a new perspective to the connection of cloth culture in East Asia. Atelier Tazymazy, a floral artist known for his creations using flowers, provided hair ornaments and other items for the styling of the exhibiting brands, adding a gorgeous touch to the stage.

Masaya Ohno of Niigata comedy troupe NAMARA served as MC, and two guest models, RYOKO GAGA and AYA Ordonez, appeared on stage. Their impressive walking and performance raised the voltage of the venue to a new level.

NIIGATAFASHIONRUNWAY2025 Finale  

After the show, an after-party was held at "Starlight" on the top floor of the hotel, where a full French course and drinks were served, and a live talk session was held to report on the New York Fashion Week exhibition and discuss future prospects. A talk live was also held to report on the New York Fashion Week exhibition and to discuss future prospects.

This event was supported by the Niigata Prefecture Tourism Association and co-sponsored by Aokigumi, with the cooperation of Kizamiya, KeBabu, My Runway Project, Hotel Okura Niigata, and other local companies.

The Niigata Fashion Runway Executive Committee, with the desire to "bring the charm of the region to the world," plans to support local fashion shows throughout Japan upon request, and will fully cooperate in creating stages that make the most of the unique characteristics of each region. In addition, by providing children with opportunities to nurture their sensibilities and experience special, memorable experiences, we will actively work to pass on culture to the next generation through fashion.

<Outline of the event

Event name: Niigata Fashion Runway 2025

Date: Sunday, April 20, 2025, 14:00-18:00

Venue: Hotel Okura Niigata

　　　　　　 (6-53 Kawabatamachi, Chuo-ku, Niigata-shi, Niigata 951-8053)

Number of visitors: 110

Performers : 32

Sponsor : Niigata Fashion Runway Executive Committee

Co-sponsor : AOKIGUMI Co.

Supported By： Niigata Prefecture Tourism Association

Official Website: https://www.instagram.com/niigatafashionrunway2025/

＜Performers, related parties, and cooperation

Model(titles omitted)

Tsubasa(Furoshiki Twins)／Sora(Furoshiki Twins)／Momoka／Odani(Niigata Comedy Troupe NAMARA)／Miumi／Moei／Harumaki(Niigata Comedy Troupe NAMARA)／Aki／Otoha／Lion／Manami／ Koushin / Mr. Lerch / Yukari / Akiko / Teruki Honbo / Patiance / Osei / Naoko T. / Ryoko Gaga / Mori / Ginji / AYA Ordonez / Shiho / Mariko / Tachikawa Rakuman / Nayiru Takahashi / Omaki, Omiki / Miko

Designer

TAIZO / Satomi Matsumoto / MIYOKO / Mikiko Oshima

MC

Masaya Ohno (Niigata Comedy Troupe NAMARA)

Illustration

Kumi Takahashi

Photography

Shinji Nakazawa

Acoustic & Lighting

SOUTH POINT INC.

■Cooperation

Kizamiya / Creative Works KeBabu / My Runway Project / Hotel Okura Niigata / Atelier Tazymazy / de borjagi

Niigata Fashion Runway 2025 Creators (titles omitted)

Tomoyuki Maruyama／Hiroaki Abe／Kazuki Maruyama／Atsuki Maruyama／Kazuhide Oshima／Midori Iwahashi／Misa Suzuki／miyuu nakamura／MOQ(Yukari Tanii)／ Noriko Souma／Mikiko Tanii Noriko Souma／Mikiko Oshima／Billy Joe

Organizer: Niigata Fashion Runway Executive Committee

Co-organized by: AOKIGUMI Co.

Supported by: Niigata Prefecture Tourism Association