{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Tokyo girls go for fast fashion fix' data-url='/boclips/videos/5c54c19ed8eafeecae153883' data-video-url='/boclips/videos/5c54c19ed8eafeecae153883' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nTokyo girls go for fast fashion fix\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionTokyo, Japan - March 5th, 20111. Various of models parading on catwalk plus dancers at the fashion shows on the Tokyo Girls Collection (TGC) runway2. SOUNDBITE: (Japanese) Ayako Nagaya, Tokyo Girls Collection Executive...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eTokyo, Japan - March 5th, 2011\u003cbr/\u003e1. Various of models parading on catwalk plus dancers at the fashion shows on the Tokyo Girls Collection (TGC) runway\u003cbr/\u003e2. SOUNDBITE: (Japanese) Ayako Nagaya, Tokyo Girls Collection Executive Committee, Chief Producer:\u003cbr/\u003e\"Compared to other collections, this is not only for people in the fashion industry.  Anybody can buy a ticket and attend the show.  We have democratised fashion - it is an entertaining event throughout for the customers.\"\u003cbr/\u003e3. Wide of stage projection screens showing a new character unveiled at the show\u003cbr/\u003e4. Close of a cell phone showing the 'Cecil McBee' product is SOLD OUT\u003cbr/\u003e5. Various of girls using their cell phones at TGC booths\u003cbr/\u003e6. SOUNDBITE: (Japanese) Ayako Nagaya, Chief Producer, Tokyo Girls Collection Executive Committee:\u003cbr/\u003e\"Besides media like TV and internet, more and more young girls have begun to rely on mobile phones as their favourite medium.  So we thought we wanted to create an event that focused on mobile phones, and that wasn't just an event but that also gave the opportunity to customers to actually buy things, or check out information about the show, simply using their devices.  In other words, we aimed at creating an event focused on the multiple use of mobile phones.\"\u003cbr/\u003e7. Various of girl using cell phone to check out fashion items\u003cbr/\u003e8. SOUNDBITE: (Japanese) Ai Arakawa, 26-year-old visitor to fashion show:\u003cbr/\u003e\"My favourite brand will have a show today and I came here looking forward to seeing what's new. I would like to buy as much as I can.\"\u003cbr/\u003e9. Wide tracking shot of girls standing in line, waiting to enter the show\u003cbr/\u003e10. SOUNDBITE: (Japanese) Miku Ito, 23-year-old clothing company employee:\u003cbr/\u003e\"I came here because the models will wear the brand that I like and I wonder how they will look wearing it.\"\u003cbr/\u003e11. Set up of girl attending the event being photographed by friend\u003cbr/\u003e12. SOUNDBITE: (Japanese) Manami Sato, 17-year-old high school student:\u003cbr/\u003e\"I like dressing up and I hope I will receive a lot of inspiration at the show today.\"\u003cbr/\u003e13. Set up of Sayumi Gunji, Vogue Girl Creative Director \u003cbr/\u003e14. SOUNDBITE: (Japanese) Sayumi Gunji, Creative Director, Vogue Girl:\u003cbr/\u003e\"High brands have the function to provide new trends but common girls cannot afford to buy clothes that cost so much. That is why they tend to buy\u003cbr/\u003echeaper but more affordable fashion which is also the most successful trend at the moment.\"\u003cbr/\u003e15. Pan right from sales people to visitors arriving at show\u003cbr/\u003e16. Various of booths offering cosmetics and hairdressing at TGC event\u003cbr/\u003e17.  SOUNDBITE: (Japanese) Sayumi Gunji, Creative Director, Vogue Girl:\u003cbr/\u003e\"Visitors can watch live concerts of their favourite stars rather than the fashion show, or can get new products offered free by different brands.  For an extremely long time, from 3 to 9 pm the girls can enjoy an event that is completely focused on fashion. This is something you can't find in any other country and of which Tokyo Girls Collection is the first in its genre.\"\u003cbr/\u003e18. Wide of models parading on catwalk on the Tokyo Girls Collection (TGC) runway\u003cbr/\u003e19. Set up of model Melody Yoko on catwalk, wearing big yellow bow in her hair\u003cbr/\u003e20. SOUNDBITE: (English) Melody Yoko, model:\u003cbr/\u003e\"It sets a lot of trends as well as it pinpoints a lot of trends. You know, you'll see a lot of brands doing the same kind of outfits or having the same kind of accessories.\"\u003cbr/\u003e21. Wide of of Melody Yoko on catwalk, with small red bow in her hair\u003cbr/\u003e22. SOUNDBITE: (English) Melody Yoko, model:\u003cbr/\u003e\"You know, we are on stage wearing the newest fashion and they are wearing their best clothing. So it's something that I think that a lot of Japanese girls can look forward to.\"\u003cbr/\u003e23. Wide of model on catwalk\u003cbr/\u003e24. SOUNDBITE: (English) Melody Yoko, model:\u003cbr/\u003e\"Even in New York, in the runway shows - I mean, they are big but this is in a stadium. It's like a concert. It's three levels of seats filled with people and honestly I don't think that anything could never compare.\"\u003cbr/\u003e25. Tilt down from ceiling to stage with 'Cecil McBee' fashion show\u003cbr/\u003e26. Various of catwalk show with lasers\u003cbr/\u003e27. Pan from audience stands to main stage with models and large screen projections\u003cbr/\u003e28. Wide pan of crowds heading for TGC show\u003cbr/\u003e29. Wide of crowds going through the entrance gates\u003cbr/\u003eTokyo girls can't get enough of fashion - and they can't get it fast enough.\u003cbr/\u003eNow, as soon as the clothes hit the catwalk at the Tokyo Girls Collection Show, the clients can fill their wardrobes with the latest designs.\u003cbr/\u003eInstant online shopping is showing the fashion fanatical Japanese how to get hold of their favourite designers, hot off the runway.\u003cbr/\u003eIt's raunchy, loud, sexy and proud.  \u003cbr/\u003eThe theme for the Tokyo Girls Collection catwalk show is 'Tokyo Romantic Fever' - and Tokyo girls are in a frenzy to get into the groove.\u003cbr/\u003eTokyo Girls Collection is a twice-yearly event that has mesmerised young Tokyo fashionistas.\u003cbr/\u003eThese massive shows are open to everyone with a passion for fashion - not just the elite of haute couture as in Paris or Milan.\u003cbr/\u003eAs Ayako Nagaya, Chief Producer of the Tokyo Girls Collection explains, young girls in Tokyo can get up close to the action.\u003cbr/\u003e\"Compared to other collections, this is not only for people in the fashion industry.  Anybody can buy a ticket and attend the show.  We have democratised fashion - it is an entertaining event throughout for the customers.\"\u003cbr/\u003eNow, the latest designs and accessories are instantly downloaded on to shopping sites and accessible by mobile phone, so that shoppers can tap in for instant gratification.\u003cbr/\u003eTokyo Girls Collection started in 2005 as a marketing experiment by the online magazine Girlswalker.com. \u003cbr/\u003eToday the event is renowned for its e-commerce system that allows customers to buy the clothes on the catwalk even as the show goes on, using their mobile phones.\u003cbr/\u003eThanks to a tie-up with Google, this year the show was broadcast live on YouTube giving the chance to any Japanese viewer to purchase the outfits.\u003cbr/\u003eIntegrating mobile interaction with the entertainment on stage is a key part of the concept, according to Ayako Nagaya.\u003cbr/\u003e\"We wanted to create an event that focused on mobile phones, and that wasn't just an event but that also gave the opportunity to customers to actually buy things, or check out information about the show, simply using their devices.  In other words, we aimed at creating an event focused on the multiple use of mobile phones,\" she says.\u003cbr/\u003eMost of the visitors to Tokyo Girls Collection are the same consumers that the designers target.  \u003cbr/\u003eAs a sales strategy it works wonders, as the style conscious girls of the capital line up to get into the show.\u003cbr/\u003e\"My favourite brand will have a show today and I came here looking forward to seeing what's new. I would like to buy as much as I can,\" says Ai Arakawa, a 26-year-old follower of fashion.\u003cbr/\u003e\"I came here because the models will wear the brand that I like and I wonder how they will look wearing it,\" says 23-year-old Miku Ito.\u003cbr/\u003eOthers look for inspiration for their fantasy fashions.\u003cbr/\u003e\"I like dressing up and I hope I will receive a lot of inspiration at the show today,\" says 17-year-old Manami Sato.\u003cbr/\u003eThe organisers claim TGC is the world's largest fashion show, with more than 23,000 visitors attending the event, now in its 12th edition.\u003cbr/\u003e19 different brands presented their latest collection, focusing on the streetwear style of savvy Japanese girls, according to Sayumi Gunji, Creative Director for Vogue Girl.\u003cbr/\u003e\"High brands have the function to provide new trends but common girls cannot afford to buy clothes that cost so much. That is why they tend to buy\u003cbr/\u003echeaper but more affordable fashion which is also the most successful trend at the moment,\"  she says.\u003cbr/\u003eThe all-day event is packed with attractions. At the centre of the stadium, booths run by fashion brands attract customers with prizes and lucky draws. Hair and nail salons dress the girls who aspired to looking like the models on the runway.\u003cbr/\u003eAccording to Vogue Girls' Gunji, the Tokyo Girls Collection is a pioneer event as it combines fashion, music and the amusement of a shopping mall.\u003cbr/\u003e\"Visitors can watch live concerts of their favourite stars rather than the fashion show, or can get new products offered free by different brands.  For an extremely long time, from 3 to 9 pm the girls can enjoy an event that is completely focused on fashion. This is something you can't find in any other country and of which Tokyo Girls Collection is the first in its genre.\"\u003cbr/\u003eTGC is clearly a lot of fun.  Even the models seem to be having a good time, in stark contrast to the gloomy European catwalk style.\u003cbr/\u003eSpotting and setting trends is part of the fun says model Melody Yoko.\u003cbr/\u003e\"It sets a lot of trends as well as it pinpoints a lot of trends. You know, you'll see a lot of brands doing the same kind of outfits or having the same kind of accessories.\"\u003cbr/\u003eTokyo Girls Collection is also held each year in Nagoya and Okinawa, but the event in the capital is the biggest draw for many who come to Tokyo just for this day, clad in their best outfits.  Audience and performers alike rise to the occasion, says Melody Yoko.\u003cbr/\u003e\"You know, we are on stage wearing the newest fashion and they are wearing their best clothing. So it's something that I think that a lot of Japanese girls can look forward to.\"\u003cbr/\u003eEven for a professional model like Melody Yoko, the scale of TGC is daunting.\u003cbr/\u003e\"Even in New York, in the runway shows - I mean, they are big but this is in a stadium. It's like a concert. It's three levels of seats filled with people and honestly I don't think that anything could never compare.\"\u003cbr/\u003eFor followers of street style emerging from Tokyo, TGC spring predictions favour lace and floral patterns, pastel colours and a French sensibility, combined with a 1970s revival style.\u003cbr/\u003eWhile for summer short pants and wedge-heeled sandals, tribal robes and gowns decorated with lace and feathers will be big.\u003cbr/\u003eSome of the domestic brands have already started to export their fashion abroad, aiming at the neighbouring Asian markets. \u003cbr/\u003eThe Tokyo Girls Collection organisers say that later this year the show will travel overseas, reaching Beijing in May.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid 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