An Route Purchases Your Best Shots of the Models

"An Route" debuted with the Autumn/Winter 2014 season. The brand name, rooted in French, means "On the way," proposing a new sense of urban values for trend-sensitive individuals who are always looking ahead. The brand concept is "Wearable Tokyo." Centered on fashion and sports, it expresses "the now of TOKYO" through simple, mode-inspired casual wear and contemporary running apparel.



This fashion show will be held throughout the streets of Omotesando, Aoyama, and Harajuku during FNO 2014. Models dressed in "An Route" items will appear everywhere, showcasing the brand's Autumn/Winter 2014 collection.

Additionally, a participatory event, "EN ROUTE THE SNAP UP," will be held simultaneously, allowing anyone to become a "snap photographer" for one night only. Using the dedicated iPhone app "EN ROUTE," participants will search for and photograph models wearing the Autumn/Winter 2014 collection.

Photos taken with the app will be reviewed in real-time by Hirofumi Kurino of United Arrows and "An Route" Creative Director Shinchi Numata, and purchased for 1,000 yen each. When a photo is purchased, the app will notify the user, and by finding a "cashier man" who appears around the city, participants can receive cash based on the number of photos sold. For those unable to attend, the event will be live-streamed on Youtube Live to experience the brand's world.