Top 15 Emerging Designers from Tokyo

Keita Maruyama, a graduate of Bunka Fashion College, debuted his fashion collection in 1994 under the name KEITA MARUYAMA TOKYO PARIS, presenting both men’s and women’s lines at the Tokyo Collection. He quickly gained recognition, winning the 14th Mainichi Fashion Grand Prix Newcomer Award and the Shiseido Encouragement Award in 1996. That same year, he opened his flagship store in Aoyama, Tokyo, and began showcasing his collections globally in cities like Paris, Hong Kong, and Singapore.

Known for his feminine, timeless designs, Keita’s creations feature delicate handwork and bold colours, embodying his concept of “clothes for special days that satisfy the heart.” In addition to his main brand, he has worked on costume designs for musicians, actors, and stage plays and has taken on brand direction.

In 2016, Keita reopened his Aoyama flagship as a concept store, Maruyama Residence, and in 2020, launched the CASA KEITA home collection, offering interiors and lifestyle goods. In 2021, he introduced the OMOTASE PROJECT, featuring custom cookie and chocolate tins. With the brand celebrating its 30th anniversary in 2024, Keita Maruyama continues to be celebrated for his imaginative and luxurious creations, including his renowned embroidery designs featuring flowers, dragons, and other striking motifs.

G.V.G.V.

 G.V.G.V. was born in 1999, created by K3, the company behind several trendy boutiques. Designed by a Kuwasawa Design School graduate, the brand has become a sensation both in Japan and internationally, known for its bold, gender-blurring designs that fuse culture, music, and a modern sensibility.

The collections are all about blending the feminine with the masculine, offering a free-spirited style that appeals to creative, forward-thinking individuals. With a solid fan base in the fashion world, G.V.G.V. celebrated its 20th anniversary in 2019 by reimagining its aesthetic, focusing on a perfect balance of minimalism and edge, with an emphasis on materials and silhouettes. The result? A line of chic, mature styles that keep fashion-obsessed women excited and on their toes.

Kolor

Junichi Abe is the creative genius behind Kolor, the Japanese brand he founded in 2004 after studying at Tokyo’s Bunka Fashion College. Kolor is celebrated for its cutting-edge designs and unexpected details, with Abe earning a reputation as a ‘magician of materials’. His designs often feature wool in innovative ways, material bonding, and fabric slicing that creates stunning moments of transparency, making each piece truly unique.

Back to fashion, Kolor is all about experimenting with colour and manipulating fabrics in inventive ways. Blending streetwear vibes with sophisticated tailoring, the brand’s use of bold colours, textures, and hybrid designs sets it apart. Kolor has been gaining momentum as an artistic, forward-thinking label that constantly pushes the limits of traditional fashion.

AULA AILA

Designer Yukimi Kawashima is all about mixing the delicate with the daring! Her creations are a perfect fusion of soft elegance and bold edge, making each piece stand out with a unique charm. Whether it’s ethereal chiffon, intricate lace, or edgy leather, Kawashima chooses every material with intention, ensuring it speaks to her adventurous audience – fearless women who love to explore new styles and express their individuality. Her designs are not just clothing; they’re an invitation to step outside the box and embrace something exciting, bold, and beautifully different!

Moussy

Founded in 1994, Moussy quickly became a fashion powerhouse with its cool, laid-back yet edgy vibe that blends effortlessly into everyday style. The brand opened its first store in the iconic Shibuya 109 in 1999, and the influence of its charismatic clerks, Yoco Morimoto and Reiko Nakane, played a huge part in making Moussy the global success it is today. These fashion-forward ‘charisma clerks’ created an atmosphere of excitement and allure that attracted a loyal following of trendsetters.

Moussy’s signature gyaru style, a unique mix of street style with bold, feminine twists, has earned the brand widespread recognition both in Japan and internationally. The collection offers everything from chic denim to statement pieces, all reflecting a casual yet rebellious spirit. With its perfect balance of confidence and comfort, Moussy has become the go-to brand for women who want to rock that effortlessly cool, laid-back look while standing out from the crowd!

EMODA

EMODA, with its bold motto ‘Mode = Trendsetting’, is a brand that thrives on pushing the envelope of fashion. Founded to cater to women with sophisticated, refined tastes, EMODA continuously seeks to redefine style by blending cutting-edge trends with timeless elegance. The brand is all about offering fresh, innovative designs that empower women to express their individuality while remaining chic and polished. Whether it’s through striking silhouettes, unique fabric combinations, or fashion-forward details, EMODA stands at the forefront of the ever-evolving fashion landscape.

One of the key figures in EMODA’s rise to prominence was Ena Matsumoto, a former designer who played a pivotal role in shaping the brand’s identity. Matsumoto’s approach to design focuses on sleek, modern lines that maintain an air of understated luxury.

Mame Kurogouchi

Maiko Kurogouchi, the mastermind behind the womenswear brand Mame Kurogouchi, is a designer with a deep connection to nature, tradition, and craftsmanship. Hailing from Nagano, Japan, and a graduate of Tokyo’s Bunka Fashion College, Kurogouchi worked at Issey Miyake before launching her own label in 2010. The brand’s name, Mame, meaning ‘bean’ in Japanese, is not only a nod to her childhood nickname but also symbolises her love for intricate, meaningful design.

Mame Kurogouchi’s creations draw inspiration from Kurogouchi’s personal experiences, nature, and Japan’s rich heritage, mixing kimono textiles, early Imari pottery, and bamboo weaving with modern techniques. The result? Feminine, sculptural silhouettes with stunning attention to detail. Kurogouchi’s designs blend traditional Japanese craftsmanship with contemporary art, offering a fresh take on timeless elegance.

Recognised for her intricate tailoring and the perfect fusion of modern and traditional styles, Kurogouchi has collaborated with major brands like Uniqlo and Tod’s, and in 2019, she launched the Atelier Project with Taro Horiuchi to promote ‘Made in Japan’ fashion. Her breakthrough came in 2017 when she won the Fashion Prize of Tokyo and made her debut at Paris Fashion Week. Mame Kurogouchi is all about creating beautiful, innovative pieces that celebrate artistry, making it a must-have brand for those who love craftsmanship and elegance in every stitch.

Sasquatchfabrix

Founded in 2003 by Daisuke Yokoyama and Katsuki Araki, Sasquatchfabrix is a Japanese streetwear brand that’s all about blending the old and the new in the coolest ways possible. Both designers are part of the art collective Wonder Worker Guerilla Brand (WWGB), drawing inspiration from Japanese fabrics, traditional techniques, and dress, while also incorporating influences from skate and graffiti culture. The result? A super fresh fusion of avant-garde streetwear with a high-end twist!

Sasquatchfabrix is known for its bold, oversized fits, experimental prints, and intricate patterns, drawing inspiration from both Eastern and Western fashion. They’ve even got an extension line, EO TO TO, inspired by Native American styles, and have collaborated with major brands like Uniqlo and Kokonoe-beya. What makes Sasquatchfabrix stand out is its ability to merge traditional Japanese influences with modern streetwear, creating a style that’s both forward-thinking and deeply rooted in culture. It’s no wonder the brand has earned a global fanbase that’s all about standing out with cool, unique designs!

Mizuiro Ind

Mizuiro Ind was founded by designer Yuji Yamamoto, whose vision for the brand is rooted in his love for simplicity, elegance, and subtle beauty. With a background in textile design, Yamamoto infuses his creations with a distinctive Japanese aesthetic that focuses on high-quality fabrics, clean lines, and understated details. His designs speak to those who value timelessness over trends, and his careful selection of materials, and focus on comfort, make every piece versatile yet elegant.

What sets Mizuiro Ind apart is its dedication to creating pieces that are not only stylish but also comfortable and easy to wear. The designs have a certain ‘ageless’ quality, ensuring they appeal to women of all ages. Whether it’s a delicate blouse made of organic cotton or a perfectly tailored coat, Mizuiro Ind speaks to a refined yet modern woman who appreciates the beauty in simplicity.

ATSUSHI NAKASHIMA

Atsushi Nakashima's journey in fashion is nothing short of inspiring. After graduating from Nagoya Fashion College in 2001, he dove straight into the fashion world, joining New Lead Factory, where he soon became known for his exceptional talent. His big break came when he won the prestigious 20th Onward Fashion Grand Prix, leading to his move to Paris in 2004. There, he was personally scouted by the legendary Jean Paul Gaultier to join his team as an assistant. This experience marked a turning point in Nakashima’s career, allowing him to hone his craft under one of the fashion industry’s greatest icons.

In 2009, Atsushi was entrusted with the creation of a new diffusion line, further solidifying his design expertise. However, after years of international experience, he returned to Japan in 2011 to launch his own brand, ATSUSHI NAKASHIMA. Since then, his designs have made waves both domestically and internationally, winning numerous awards and accolades, including recognition at the Milan Collection for their unique fusion of traditional Japanese influences and contemporary flair.

FACETASM

Founded by Hiromichi Ochiai, FACETASM is a brand that blends high-end fashion with street culture, incorporating elements like bold colours, exaggerated proportions, and layering into its designs. The brand is known for its distinct blend of avant-garde and street style.

FACETASM’s ability to mix high fashion with streetwear elements and its experimental approach to design has garnered it a dedicated following both in Japan and internationally.

Shinya Kozuka

Shinya Kozuka is an avant-garde menswear brand that emphasises high-end, experimental tailoring. Kozuka’s designs explore unusual shapes, draping, and texture contrasts, often focusing on the art of garment construction.

Known for its forward-thinking designs, the brand stands out for its high-concept, minimalist approach that appeals to those looking for luxury menswear with an artistic edge.

JieDa

JieDa, created by Hiroyuki Fujita, is a fresh and exciting menswear brand that brings unique originality to the fashion scene. Inspired by the branching tree, the label aims to spread its distinctive style far and wide.

JieDa straddles the perfect balance between mature sophistication and youthful energy, mixing sharp tailoring with 90s streetwear, Western vibes, and repurposed sportswear. With seasonal collaborations with brands like Kappa, Ellesse, Dickies, and Renoma Paris, JieDa effortlessly fuses street style with high-fashion flair. Known for experimenting with fabrics, silhouettes, and colour, JieDa pushes the boundaries of traditional menswear, offering bold, avant-garde looks that stand out and keep fashion lovers coming back for more.

DOVER STREET MARKET GINZA 

Dover Street Market Ginza isn’t just a store, it’s a buzzing hotspot at the heart of Tokyo’s fashion scene! While it’s not a brand in itself, it plays a key role in spotlighting the city’s emerging designers with exclusive collaborations that blend local and global talent. Always ahead of the curve, DSM Ginza showcases the latest, cutting-edge fashion that sets new trends.

True to its concept, Dover Street Market brings together creators from all walks of life, offering everything from Comme des Garçons to other high fashion and streetwear gems.