Hirokazu Kore-eda Becomes the Face of DSM Kei Ninomiya

Fashion campaigns usually put models at the forefront. For its FW26 campaign, however, DSM Kei Ninomiya brings together creators from across different disciplines: street culture icon Hiroshi Fujiwara, filmmaker Hirokazu Kore-eda, actress Miwako Ichikawa, costume designer Michiko Kitamura, and Queen Bee frontperson Avu-Chan. Starting with football apparel as its point of departure, the collection deconstructs the rules of sportswear and fan culture, transforming them into a language of creativity and self-expression. Kei Ninomiya describes it as clothes for nameless communities.

This is not a campaign designed simply to sell clothes. It feels more like a portrait of the people the brand wants to stand alongside. It proposes a vision where people from different backgrounds can be connected through culture. Each creator does not merely wear the garments but carries the story they have built over a lifetime. The uniformity of sportswear disappears, replaced by individual narratives inscribed into the fabric. Which figure left the strongest impression on you?