Rakuten to Power Runway Show for KHOKI Through the “by R” Project to Support the Japanese Fashion Scene

• Rakuten Group, Inc.

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- Official site: https://brandavenue.rakuten.co.jp/contents/fashionweek/

Tokyo, July 28, 2026 - Rakuten Group, Inc. today announced its support for Japanese fashion label KHOKI's runway show at Rakuten Fashion Week TOKYO 2027 S/S, taking place from August 31 to September 5, 2026. The initiative is part of Rakuten's "by R" project, which supports emerging Japanese fashion talent and promotes the global appeal of Japan's fashion industry^*1.

Founded in Tokyo in 2019, KHOKI is a design collective that draws inspiration from the eclectic spirit of flea markets. The label is recognized for clothing that blends a playful and humorous aesthetic with everyday wearability. Its collections fuse Eastern and Western sensibilities, weaving nostalgia into designs that bridge the past, present and future.

KHOKI has gained significant international acclaim, winning the Tokyo Fashion Award 2023, reaching the semifinals of the LVMH Prize 2024 and being named one of the "10 Asian Designers to Watch" by Fashion Asia Hong Kong in 2025. The label is currently carried by several of the world's leading fashion retailers.

Rakuten is supporting KHOKI's runway show, reflecting a shared vision to explore new frontiers of creative expression that leverage the unique synergy between the two brands. In addition to the runway show, Rakuten will launch a dedicated page on the Rakuten Fashion website to engage users and provide new opportunities for discovery.

The runway show is scheduled for September 4, 2026, and will be livestreamed free of charge to the public on Rakuten Fashion's official retail website. To celebrate KHOKI's participation in "by R," Rakuten Fashion will also offer exclusive merchandise and feature interviews with the brand's director reflecting on this participation.

Rakuten became the title sponsor for TOKYO Fashion Week in August 2019, partnering with the Japan Fashion Week Organization. By hosting Rakuten Fashion Week TOKYO, Rakuten aims to contribute to the revitalization of the fashion industry. This year marks the seventh anniversary*² of the "by R" project, which is dedicated to empowering the Japanese fashion scene by selecting unique brands and showcasing their appeal both domestically and internationally, aiming to bring the joy and excitement of fashion from Japan to a global audience.

Through the "by R" project, Rakuten is committed to supporting both Japanese and international brands and fostering an environment where more people can enjoy fashion, thereby contributing to the continued growth and development of the Japanese fashion industry.

Notes
*1 The runway show is scheduled for Friday, September 4. Further details are available on the official "by R" website below.
*2 Rakuten Fashion Week Tokyo was first held in October 2019.

About "by R"
Website: https://brandavenue.rakuten.co.jp/contents/fashionweek/
Objective: Planning and execution support for the fashion show at Rakuten Fashion Week TOKYO 2027 S/S
Featured Brand: KHOKI
Show Date: September 4, 2026 (Scheduled for 7:00 p.m. Japan Standard Time)

About KHOKI
Website: https://eye-khoki.com/
Guided by the idea of creating the excitement of a flea market through craftsmanship, KHOKI creates garments that are playful and full of humor while remaining grounded in everyday wearability. Blending Eastern and Western influences, the brand weaves together nostalgia, memory and imagination to create clothing that connects the past, the present and the possibilities of the future.

About Rakuten Fashion Week TOKYO 2027 S/S
URL: https://rakutenfashionweektokyo.com/jp/
Dates: Monday, August 31 - Saturday, September 5, 2026
Features: Fashion shows, installations, video announcements
Season: 2027 Spring/Summer collection
Participating brands: 28 brands (27 brands, plus one "by R" participating brand) *As of July 27, 2026

About Rakuten Fashion
https://brandavenue.rakuten.co.jp
Rakuten Fashion is an online fashion shopping site featuring popular fashion brand shops. To promote and offer luxury brand and designer brand products, Rakuten launched Rakuten Fashion Luxury in October 2020, DESIGNERS & INTERNATIONAL in November 2020, and Rakuten Fashion COSMETICS in March 2022 on Rakuten Fashion. Users can earn and spend Rakuten Points, Rakuten's flagship loyalty program, when purchasing products. Rakuten Fashion also offers a dedicated smartphone app.