Byredo brings Tokyo late nights to Paris: one bowl of ramen, the trendiest social space of Men’s Fashion Week
This idea is just so creative
Key highlights
- Byredo launched a limited-time project, REBEL RAMEN, during Paris Men’s Fashion Week.
- In collaboration with Tokyo creative collective Tokyo Burnside, the brand brought Japan’s yatai ramen culture to the streets of Paris.
- Renowned designer Willo Perron designed the custom ramen cart, reinterpreting the traditional yatai with metal and geometric lines.
At Paris Men’s Fashion Week, the conversation is never limited to the runway. This year, Byredo partnered with Tokyo creative collective Tokyo Burnside to create the limited-time Paris project REBEL RAMEN, bringing the iconic yatai culture of Tokyo’s late-night streets into the fashion week setting and turning a bowl of ramen into a vehicle for connecting fashion, design, and cultural exchange.
- Related reading: When clothing becomes a moving sculpture: Dior Fall/Winter 2026 Haute Couture and the new visual impact Jonathan Anderson brings
Tokyo yatai culture reimagined through futuristic design
Images from ig / @officialbyredo
The project was inspired by yatai ramen carts commonly found on Japanese streets, though rather than replicating their traditional appearance, it reinterprets them through a modern design language. The standout is the custom ramen cart created by renowned spatial designer Willo Perron. Replacing the yatai’s familiar wooden exterior with metal, crisp geometric lines, and a minimalist structure, it looks more like a large-scale art installation and has become one of Paris’s most eye-catching photo spots.
A bowl of ramen: fashion week’s most natural social setting
Images from ig / @officialbyredo
REBEL RAMEN offers more than Japanese ramen; it also creates a shared space where people from different cultural backgrounds can naturally gather and connect. Between fashion shows, people chat, eat, and get to know one another around the cart, transforming an everyday sight from Tokyo’s streets into a new social experience at Paris Men’s Fashion Week.
More brands have been choosing formats such as dining, exhibitions, and cafés to connect with consumers. Rather than displaying new products, they hope to create an experience that can be shared and remembered. Byredo’s REBEL RAMEN does just that, using a bowl of ramen to bring together Tokyo street culture, Paris Fashion Week, and the brand’s aesthetic. It also extends the world of a fragrance brand beyond scent and into everyday life.
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