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?
FAQ
Who participated in the DSM KEI NINOMIYA FW26 campaign?
Creators from diverse fields participated, including Hiroshi Fujiwara, filmmaker Hirokazu Kore-eda, actress Miwako Ichikawa, costume designer Michiko Kitamura, and QUEEN BEE frontperson Avu-chan. Kei Ninomiya chose artists who've built their own narratives instead of models as portrait subjects.
What's the concept behind Kei Ninomiya's FW26 collection?
Clothing for nameless communities. Starting with football wear, it deconstructs the rules of sportswear and fandom grammar, reconstructing them into a language of free creation and self-expression. It proposes that people from different backgrounds can connect within one culture.
Why did Hirokazu Kore-eda appear in a fashion campaign?
To create a portrait of creators DSM Kei Ninomiya wants to collaborate with. As a filmmaker, Kore-eda didn't simply wear clothes in this FW26 campaign—he carried the narrative he's built throughout his life. The campaign shows people, not just sells clothes.
