The Tokyo Girls Collection is a semi-annual fashion festival for “real clothes,” meaning the fast fashion sold in places like Shibuya. The looks are very on trend, reasonably priced, designed domestically, and above all “cute.” Anyone can attend the stadium event, which takes place over several hours with runway shows interspersed with live performances and commentary by celebrity guests. General admission is only ¥4,000 (about $35), while VIP seats, which sell out immediately, cost ¥10,000 (or about $87). The main draw of the event is the chance to see many popular fashion magazine models act out their poses in person, along with the glamour

  
of what is a very MTVesque take on a runway show. The TGC is different from traditional fashion shows in that the clothes on display are for the current season and are available in stores now. In fact, you can even buy them during the show through your mobile phone on the event’s mobile web page. The event, now in its 7th season is organized by the online fashion community girlswalker.com and content provider Xavel. The most recent edition took place on September 6th at Yoyogi Stadium and attracted 22,700 guests, all dressed in their best despite the heat. While the clothes displayed by the dozens of participating brands was very mainstream-urban, more than a few guests showed up looking rather original.
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