The Ministry of Economy, Trade and Industry (METI) will organize the first outdoor fashion show ever to take place on Ginza Street in March, marking one year since the Great East Japan Earthquake. As part of CREATIVE TOKYO, a concept designed to establish Tokyo as a creative hub in Asia, the event will be an opportunity for both the government and the private sector of Japan to deliver the message, "Revitalize Japan through fashion"

Tokyo is a city which embodies Japanese creative industries. In this metropolis, METI implements the "CREATIVE TOKYO" initiative as part of the "Cool Japan Strategy Program," which is implemented by the government in accordance with the New Growth Strategy. In a comprehensive scheme, CREATIVE TOKYO aims to revive Tokyo as a brand through the concerted effort of local entities and thereby (1) invigorate shopping districts and consumption, (2) transmit the progress of post-disaster reconstruction to the world, and (3) attract tourists.

In March, marking one year since the Great East Japan Earthquake, the first outdoor fashion show on Ginza Street will be held as part of CREATIVE TOKYO. The event will be an opportunity for both the government and the private sector of Japan to deliver the message, "Revitalize Japan through fashion," to the world.

1.  Date: Saturday, March 24, 2012, 14:30-15:00 *Canceled only in the case of heavy rain.
2. Venue: 3-chome to 4-chome, Ginza Chuo-Dori (Ginza Main Street)
3. Theme: "JAPAN DENIM"
   Japanese denim is so renowned for high quality that some international luxury brands use it, and it is interwoven with tradition and innovation, making use of traditional indigo dyeing techniques in a modern way. However, only a few Japanese are aware of this. By introducing items and works made from Japanese denim at this GINZA RUNWAY fashion show, METI aims to widely advertise the value of world-class Japanese denim to Japanese consumers.
4. The fashion show will take place on a 100-meter runway covered with denim. Japanese denim products of domestic and foreign brands will be presented, along with works made from Japanese denim by students of six Japanese universities/vocational schools.
5. Organizer: GINZA RUNWAY Executive Committee
   (METI, Tokyo Metropolitan Government, Chuo City Government, Japan Fashion Week Organization, Japan Jeans Association, Ginza-Dori Association, Matsuya, Isetan Mitsukoshi HD)
6. Sponsor: Japan Tourism Agency (expected)

You are invited to apply to attend the fashion show. Applications are accepted from Monday, March 5 at the official GINZA RUNWAY website. (*Admission is free but advance application via the website is required.)

GINZA RUNWAY official website

• Opened on March 5 (Mon.) (www.ginza.jp/ginza-runway/ )

The CREATIVE TOKYO project is a concept that aims to firmly establish Tokyo as a prominent creative hub in Asia. This project is an attempt to create new industries and further the potential of the Japanese economy by bringing in talented human resources, relevant information and funds from Asia. Diverse entities, including those from industry, academia, and government, unite for Tokyo under the concept in order to foster creative industries, stage various events and conduct public relations and advertising campaigns, while promoting human and intellectual exchange among those concerned and developing an environment that facilitates creativity.

March 2, 2012

• Creative Industries Division, Commerce and Information Policy Bureau
• (Inquiries about the call for spectators)
  Secretariat of the GINZA RUNWAY Executive Committee
  Tel: 03-3566-2241 (11:00-18:00)