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Enter the Beast: Vogue's Fashion Night Out



I'm not doing a video post about Vogue Fashion Night Out for 2 reasons:

1 I was wholly unprepared for the event as I understood it.

2 I didn't realize how much I didn't understand about the event.

-Sort of 3, I should have gotten there 3 hours earlier to get video of the more interesting events, i.e. Crystal Kay (Seriously underrated singer. I need more of her music), the fashion shows, and product reveals (Dyson's new 5万円/$500 hairdryer).

That is not to say I arrived late. I got there an hour early, and the line to enter the opening ceremony was already snaking up 4 floors of the Omotesando Hills building, which before yesterday I had never entered. I have been into shops facing the street but didn't know it was a massive shopping area inside. ( (6_6) shhh, don't judge me...)

The staff seemed to think people just knew why there was a line (or they also probably already realized the number of people in line exceeded the event space). I assumed the line was for people with tickets and no one stopped me from walking down to the event space. So I ended up jumping all those orderly people by heading down to the area to stand outside the event, with a bunch of other people who were probably thinking the same as me. Once the event space was full, all the people on the stairs took over the space behind the event barriers. A crap view, yes, but still in front of the people waiting in line still on the stairs. And since the event space was tucked in the heart of the building, you couldn't see anything from the stairs. I, at one point, saw Crystal's arm between the camera operators...


Once Crystal Kay finished her set, for a crowd of people who seemed to have stood in line just to be the worst audience ever, I went on a hunt for swag.

The shops in Omotesando Hills didn't start their promotions until around 5. However, you could donate to the charity 'Children without Borders Japan' - a Tohoku and Kumamoto Earthquake revitalization charity, and get a pin. I wish they would have made the charity more apparent. There's only a short blurb on the info sheet and site. They didn't have a set amount you needed to give, some people just gave a few coins.

You could also fill out a questionnaire about your shopping habits and how you learned about the event for a sticker.


Once outside, using the list of vendors with special items on the Fashion Night Out information section of Vogue's website, you could find a bunch of shops that wished to use you as an online advertising tool in exchange for swag. I happily participated in this promotion of materialistic capitalism.


And besides bags and samples, some vendors also served drinks, including alcoholic ciders, cocktails, and beers.

There were fashion shows inside Omotesando Hills and LaForet Harajuku. I missed those but ran into a friend I haven't seen in almost a year and her friends. We decided to hunt together. The event area extended over a large area of Harajuku, Omotesando, and Aoyama. I don't think you could ever go to every shop unless you were Usain Bolt.

Overall, I had a great experience and all the staff at the shops were super friendly and helpful (even Shu Uemura...side eye).

I'll definitely have a better handle on it next year!


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