For attendees, the TGC offers a chance to get up and close to popular models, who enjoy celebrity status in Japan. The event also gives the fashionistas an opportunity to get a taste of modeling. Hair care companies set up mini-salons, where attendees can get their hair done, with the latest products. H & M set up a photo studio, so people could try on their latest looks, while getting a free photo taken on a set similar to the one featured in the brand's catalog.
"I felt like an actual fashion model and this was really fun," said 12-year-old Saki Shingu.
Event organizers dedicated this year's show to victims of Japan's triple disasters, with the theme "Smile for _,," a fill-in-the-blank effort to not only lift the spirits of a reeling country, but revive a retail sector that has struggled, like the rest of the country, in the aftermath of the disaster. TGC models also participated in volunteer activities, charity auctions, and live streamed the fashion show to towns along Japan's ravaged coast.