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Another thing nobody thought of was a buy-it-as-you-see-it fashion show. In August, Ohama, 34, threw Japan's largest fashion event to date, the Tokyo Girls Collection. The 12,600 attendees???and 15 million people watching the live cell-phone broadcast?could purchase items on their phones as soon as they appeared on the catwalk. Shin Akamatsu launched his Joias line at the festival and received more orders than the established labels did. "We struck gold right from the beginning," says the creative director, who saw $4.2 million in sales in five months. Other brands plan...
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