The Japan Connection

Fashion TBS Identity promoted the Swiss fashion industry at Japan Fashion Week in Tokyo Last year, the Zurich agency TBS Identity was entrusted by Presence Switzerland with the entire visual presentation at the World Expo in Aichi, Japan. As part of this project branding, Presence Switzerland has now also commissioned the Zurich agency to produce a booklet to accompany the Swiss Fashion Show in Japan, with embossed printing and special binding to meet the needs of the discerning Japanese public. The booklet documents Switzerland's activities at Japan Fashion Week, which included a workshop, a cross-section of the Swiss fashion scene and a presentation of the creations of Paris-based Swiss designer Laurent Mercier. The booklet is artfully designed proof of how Swiss fashion design has experienced a veritable boom in recent years. With unconventional creations, Swiss designers have attracted attention both nationally and in international lifestyle magazines such as Wallpaper and Elle.
The major appearance at the 3rd Japan Fashion Week, which took place in Tokyo this fall, was another highlight. This collaboration between Switzerland and Japan formed a brilliant final bouquet of the supporting program that was launched on the occasion of the World Expo in Aichi and which strengthened relations between the two countries on both a cultural and economic level.
Andreas Panzeri