After 10 years, agnès b. returns to Tokyo

Paris-born fashion brand agnès b. returned to the runways of Tokyo for the first time in nearly a decade on the evening of Tuesday, March 17th, to headline a special showcase during Rakuten Fashion Week TOKYO 2026 A/W. Powered by Rakuten’s “by R” project, the show was held at the Residence of France in Japan. It was a celebration of a brand that has been in Japan since 1983, showcasing the signature style it has built and continuously evolved over those 50 years.

Timelessness and the Japanese connection

Since its founding in 1975, agnès b. has occupied a unique space in the global fashion landscape. As many brands chase trends, designer Agnès Troublé has maintained a steadfast commitment to timelessness, functionality and humanism.

This philosophy has resonated deeply with Japanese customers since the brand came to the country. Troublé revealed that she looks to Japan’s craftsmanship and aesthetics as a source of inspiration.

“Japan is very important to me,” she shared in an interview with Rakuten Fashion. “I have long been deeply impressed by the attention to detail, the craftsmanship, and the delicate sense of beauty found here. There is a quiet beauty in the way tradition and modernity coexist in a style that is understated yet powerful.”

At the very core of agnès b. is a rejection of fashion as a restrictive force, the designer explained.

“I have always cherished the desire to create simple, functional clothing that can truly be worn in daily life. Fashion should accompany life, not bind it. Sincerity, freedom of expression and respect for people and craftsmanship are values that have remained unchanged since the brand’s inception.”

Linking past and future

The March show blended the familiar with the unexpected, transforming the Rakuten Fashion Week runway into a living embodiment of the street.

“Just like a film director doesn’t like to say too much about their work, I don’t like to speak in great detail about a show,” Troublé remarked before the event. “But I can say that familiar things and new surprises will coexist. Ordinary people, like those you might pass on the street, embody my world.”

The performance began with an energetic number from Japanese performer Aoi Yamada, donning a ‘by R’ limited-edition striped shirt and capri pants. A diverse cast of models, including Kiko Arai and Rina Fukushi, showcased agnès b.‘s iconic wardrobe to tunes from iconic French band AIR.

“I believe Parisian style is an ‘attitude’ rather than a trend,” Troublé explained. “It is about natural elegance, a relaxed atmosphere and a strong sense of individuality; it’s about expressing oneself through a free mix of elements without overdoing it.”

The event was part historical showcase, part glimpse into the future, clearly communicating agnès b.‘s ethos of ‘independence and humanity’ to a new generation of Japanese creators.

“Holding a show in Tokyo feels like an important opportunity to meet a new generation who may not have known us yet and to share our message,” Troublé remarked. “I want to pass on the special moments we share to the next generation in Tokyo, which is a symbol of trust and inspiration for me.”

Fashion democratized ‘by R’

Driving the brand’s long-awaited return to Tokyo was Rakuten’s ‘by R’ initiative. For seven years, the project has been empowering the Japanese fashion scene, supporting the planning and implementation of shows for unique brands, and ensuring that the excitement of the runway reaches fans both in Japan and around the globe.

One mission of ‘by R’ is to bridge the gap between high-concept runway shows and general consumers. Instead of keeping the runway behind the closed doors of an exclusive venue, the agnès b. show was live-streamed for free to the public through Rakuten’s online platforms.

“I feel that Rakuten Fashion is an important partner for us,” she noted. “Rakuten connects with a vast range of people in Japan, from the youth to the elderly, men and women, and the mother’s generation. That breadth and diversity overlap with the values I hold dear.”

To commemorate the event, the brand launched a ‘by R’ limited-edition capsule of 35 products.

“We have combined iconic agnès b. motifs, such as stripes and photo prints, with new elements. I also created a shirt using a photograph of cherry blossoms that I took myself. I hope these items will be enjoyed both by those who already know the brand and those discovering it for the first time.”

For the young designers following the event, Troublé had one final piece of advice:

“Be true to yourself. Don’t be too caught up in trends or the evaluations of others. Nurture your own independence with curiosity. Creation takes time; I feel that facing your work with sincerity is always more important than speed.”