Rakuten to Power Fashion Show for FETICO Through “by R” Project, Marking 5th Anniversary of Brand’s Founding

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

Rakuten Group, Inc. announced that it will support the fashion show of FETICO during Rakuten Fashion Week TOKYO S/S 2026, scheduled for September 1 to September 6, 2025, through the “by R” project to support the Japanese fashion scene^*1. FETICO is a brand created by designer Emi Funayama, and its runway show will be held in collaboration with the Japanese holistic beauty brand THREE.

Dedicated to fostering modern women’s self-esteem, FETICO has earned strong support from Gen Z and women in their 30s. With designs that capture the beauty of the body’s form, the brand presents a new feminine image unconstrained by age, body type or conventional aesthetics. In celebration of FETICO’s fifth anniversary, Rakuten will support the brand in further enhancing its global awareness through the "by R" project.

Emi Funayama, FETICO designer, commented, “It has been five years since we launched the brand, and I am delighted to be able to present our seventh show with the support of “by R”. Through this opportunity, I hope to express the world of FETICO with even greater purity, and to convey the beauty of women being free and true to themselves through clothes infused with our unique aesthetic.”

In a cross-industry collaboration, the "by R" runway show will be held with the special cooperation of THREE^*2, through fragrance performance and product support for models’ makeup. Through this initiative, Rakuten aims to cultivate a new platform for creative expression, blending fashion and beauty based on both brands’ shared vision of modern, independent women. Additionally, Rakuten Fashion is committed to connecting talented fashion brands with those from other industries, maximizing each brand’s potential and offering new discoveries and excitement to a wider audience.

The runway show will be live-streamed free of charge on Rakuten Fashion’s official website, and exclusive products will be available for sale on Rakuten Fashion to commemorate the participation of FETICO in this edition of “by R.” Additionally, an interview featuring the brand’s designer, Emi Funayama, discussing her perspectives on the show will be available on the official website.

Rakuten partnered with the Japan Fashion Week Organization to become the headline sponsor for TOKYO Fashion Week in August 2019 and has been empowering the fashion scene by hosting Rakuten Fashion Week TOKYO. Now in its sixth year, the “by R” project continues its mission to share the joy and excitement of Japanese fashion worldwide by placing the spotlight on select, unique brands loved by a broad range of fans both in Japan and globally.

Through the “by R” project, Rakuten aims to support both Japanese and international brands while fostering an environment where more people can enjoy fashion, contributing to the continued growth and development of the Japanese fashion industry.

Notes
*1 The FETICO show is scheduled for Wednesday, September 3, 2025. Please see the official “by R” site for more details.
*2 In addition to providing essential oil fragrances and product support for model makeup, THREE will also distribute novelties and sell limited-edition products.

Outline of the “by R” fashion show
Official site: https://brandavenue.rakuten.co.jp/contents/fashionweek/
Outline: Support for the planning and implementation of fashion shows and events during Rakuten Fashion Week TOKYO S/S 2026
Featured brand: FETICO
Runway show: Starts at 7 p.m. on September 3, 2025 (JST)

About FETICO
Official site: https://fetico.jp/
Brand Concept: "The Figure: Feminine"
FETICO draws inspiration from classic styles that emphasize the beauty of the female form. The brand reinterprets these aesthetic principles and perceptions of the body through a unique lens, designing a new vision of femininity that combines contrasting elements. FETICO’s collections are meticulously crafted in collaboration with Japanese textile regions and artisans, with a focus on creating designs and products that will be cherished as beautiful vintage pieces over time.

About THREE
Official site: https://www.threecosmetics.com/
THREE takes a holistic approach to the mind, body and skin. Our skincare, haircare and body care lines are crafted with generous amounts of essential oils and other naturally derived botanical ingredients, delivering both comfort and visible results. In makeup, we express a new kind of basic—where mode meets natural—for a modern yet effortless look. Through holistic care and makeup that work in harmony with nature, we help each individual embrace their own unique beauty—bringing a sense of well-being to both the skin and the mind.

About Rakuten Fashion Week TOKYO S/S 2026
Official site: https://rakutenfashionweektokyo.com/jp/
Dates: Monday, September 1 to Saturday, September 6, 2025
Features: Fashion shows, installations, video announcements
Season: 2026 spring/summer collection
Participating brands: 23 brands (22 brands, and one brand from “by R”) as of August 5, 2025.

About Rakuten Fashion
https://brandavenue.rakuten.co.jp
Rakuten Fashion is an online fashion shopping site made up of 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.