The graceful elegance of Japanese beauty; enriched by seasonal natural wealth alongside cutting-edge technology. Unrivalled sensitivity showcased in the fruits of intermingled global culture. Viewing the bigger picture, from a global perspective, ‘multiplicity’ may be the term best encapsulating Japan.

Its craftsmanship boasts ‘tradition / culture / technicity’ while reflecting Japanese mentality all the while. A closer look at Japanese tradition reveals a universe of ‘serene simplicity - subdued refinement’ (wabi-sabi) akin to Zen, alongside optimal technicity and retaining the sensitivity imbued in its conception. No less apparent are the uniquely Japanese perspectives of tonality and balance in ‘Japanese popular culture’, one of the key elements epitomizing modern Japan.

In this, our Milano Unica debut, we aim to promote a ‘Japan Quality’ highlighted by enriched sensitivity and a dual aspect; ‘stillness - motion’ toward the world ; proudly bearing the ‘Japan Observatory’ appellation.

The Japan Fashion Week Organization (JFW) and the Japan External Trade Organization (JETRO) jointly operate the Japan Observatory in collaboration with Milano Unica.

The Japan Observatory is comprised of business booths by a total no. of 29 companies as well as PR and Trend booths introducing the trends in Japan alongside the representative textiles produced by the exhibiting companies.

Please take this opportunity to check the premium quality products carefully selected by the exhibitors and see firsthand the fine-tuned services of Japan and the spirit of craftsmanship.

The Premium Textile Japan (PTJ) fair, which started as a platform uniting top domestic/overseas buyers and suppliers, celebrated its 7th anniversary. Despite the 10-15% increase in the participation fee on this occasion, this show attracted a record number of exhibitors: 74 entries covering 94 standard booths, thanks to its acclaimed track record. Attendance records were also broken with a total of 5,511 visitors, despite the unsettled weather over the 2-day period. This show is highly acclaimed given the fact that most buyers are apparel designers or MDs who make decisions on fabric procurement, making it an effective business-centred salon and reflected in　the ratio of buyers; 89.7% on this occasion. Also prominent were　the enriched business-orientedprogrammes,　including business-matching coordinated by theorganiser.　In addition to major domestic buyers, The PTJ will continue　striving to invite top branded textile buyers from Asia,specialising in premium textiles and promoting its uniqueness asthe only premium textile salon in Asia.

Approx. 80% of exhibitors answered our questionnaire, 89% of whom claimed to be satisfied with their achievement. The majority emphasised the very healthy number of visitors and sampleselection, also stressing their keenness to link this to successful business. The average no. of visitors per individual booth reached 160 companies, while an average of 70 deals per exhibitor were executed; paving the way for a record number of contracts concluded and a highly satisfactory end result.

          ■ Domestic fairs　◆ Overseas fairs

◆ “The Japan Observatory” at Milano Unica 2015AW 　【MILANO】

Dates: Sep. 9 - 11, 2014
Venue: Fiera Milano City

◆ Intertextile Shanghai Apparel Fabrics “Japan Pavilion 2014”

【SHANGHAI】

Dates: Oct. 20 - 23, 2014
Venue: Shanghai New International Expo Centre Hall W2

■ Premium Textile Japan 2015Autumn/Winter 【TOKYO】

Dates: Nov. 5 - 6, 2014

■ JFW JAPAN CREATION 2015 【TOKYO】

Dates: Nov. 5 - 6, 2014