Why will Marni present its next show in Japan?

Francesco Risso is developing the second stage of Marni’s traveling fashion shows, which will take place on February 1 in Tokyo. The cult brand will unfold its SS23 collection there, connecting its vibrant and artistic universe with a group of musicians with whom to envelop the Japanese country in an explosion of energy.

According to statements made by CEO Barbara Calò to WWD, the show will take place on February 1, 2023 at 8 p.m. in an undisclosed location in the land of the rising sun. Japan thus becomes a destination curatorially chosen by the brand for the historical importance it has meant for its archive and heritage, as well as for being annexed to the requirements of its business strategy. Japan accounts for 23% of Marni’s total sales, and is expected to increase in the locality by 30% compared to 2021.

The link between Marni and Japan is eternalized through this show with which they continue to write their joint history with the aim of being present in the “epicenter of their community”. The Milanese brand set up its first store in Japan in the 2000s, and today has 28 boutiques or establishments understood as creative centers in the country: two independent stores, 23 retailers and three outlets.

Risso also revealed that a second flagship store will open in Tokyo in the next two years, as part of Marni’s new concept store, which was first presented in Milan.

Beyond the strictly commercial reasons for this choice, the creative director of the house underlines the powerful influence that the country and its culture exert on his sensibility when it comes to creating or designing. Japan becomes an instructive destination for the creative director, on which he has researched and been stimulated over time.

TRAVELING EXHIBITIONS

After NYC as the first stop for the first exhibition of this series, the next stop will be Japan. After that, the idea is to continue the itinerary in Milan in 2024, where the firm has its headquarters and where it will also celebrate its 30th anniversary.

What we do not yet know is the focus that will guide this new presentation, after the masterful kaleidoscopic game he made at New York Fashion Week, with a collection on which the light fell at dusk.

Risso is known for exploring, beyond different cities each season, new stylistic patterns or aesthetic codes, which can range from maximalism to the darkest or darkest spectrum. An eclectic trail that will surely guide again the new fashion show presented in Tokyo, where he will welcome about 2,5000 people, and with which he will again move his entire community.