SAPPORO COLLECTION 2024 SPRING/SUMMER will be held in March, about a month and a half earlier than usual, and a little before spring truly arrives in Hokkaido.

This year marks the momentous 20th anniversary of the event. Over the past 16 years, the environment surrounding fashion and entertainment has changed dramatically, and the format has evolved accordingly, with needs becoming even more diverse.

But perhaps that change itself can be called fashion (=trend). And SAPPORO COLLECTION has also changed its form in response to the mood of the times.

Approachability, simplicity, relaxation... In recent years, as these feelings have become mainstream, the backlash against this trend—where unique originality, complexity, and a sense of tension become edgy—is part of the depth and enjoyment of fashion and entertainment.

In this age where we can see and feel like we know everything through our smartphone screens, everyone must have realized by now that the live experience of actually seeing something in person is the most precious thing of all.

The reason we chose "Butterfly" as the theme for our 20th Sapporo Collection is because we wanted to show something that feels fresh and exciting, as a way to mark the beginning of a new chapter.

So, I'm going to spread my wings just a little. Even if you don't quite understand, please follow along carefully. I'd be happy if it catches your attention.

SAPPORO COLLECTION 2024 SPRING/SUMMER will deliver the same current, authentic cool and cute styles as before, but with a touch of edginess that hints at the future.

Sapporo Collection Executive Committee