Mass Appeal: Tokyo Girls Collection

Tokyo Girls Collection (TGC) is a dizzyingly massive fashion event that sends high-profile models parading down the runway in the youthful, outlandish styles of Shibuya. Hugely successful since its inception in 2003, TGC uses "supermodel" It girls (not unlike Paris Hilton and her brood) to present five-minute shows of mid-level brands' current styles. Far from high fashion, runway fair includes items like frilly halter tops, barely-there hot pants with rhinestone-encrusted belts and leopard-print, thigh-high boots.

Held twice a year, TGC attracts fervent audiences of over 20,000, and all of the styles presented are guaranteed to sell out instantaneously—everything shown is available for purchase at the brands' shops, or, more immediately, via your keitai (mobile phone). Unlike high-fashion runway shows that require audiences to puzzle a deeper meaning in their stitches and seams, TGC's proposition is far simpler: enjoy a group of iconic girls having some fun with wearable fashion. At about $30-50 a ticket for the daylong event, TGC has proven to be a titillating prospect for audiences, an appealing marketing platform for brands and a helluva way to sell clothing.

TGC is already trying its hand at an expansion to China, with a stop in Beijing on the 28th of this month. And the adult-oriented Tokyo Collections just followed TGC's lead with their own version, "Tokyo Runway", which included past fan favorites such as Dresscamp.

—Misha Janette