Runway nostalgia seems to be reaching a peak this season, with designers who strode headlong into the untrodden territory of the fashion film back in September now returning to the familiar confines of the fashion show — albeit pre-recorded, rather than before an audience in real time. One brand that remains committed to doing things differently, though, is Onitsuka Tiger. Making its debut on the official Milan Fashion Week schedule, the Japanese label debuted its AW21 collection in the form of a fittingly titled film, UNFASHIONSHOW.
Doing as it says on the tin, the video — a slick, neon-bathed studio production — subverts expectations of what you might expect of a designer’s presentation, better resembling “a music video than a fashion show,” says Andrea Pompilio, Onitsuka Tiger’s creative director. Featuring three bright stars of the Milanese scene — singer and performer M¥SS KETA, dancer Gabriele Esposito, and