MCM
- Editorial
- video
- Digital
We partnered with German fashion imprint, MCM and Hypebeast to create story-driven editorial featuring legendary dance choreographer Rie Hata & Brooklyn photographer Travis Gumbs. The piece touches on gender-fluid fashion and Rie’s lifelong fight against gender constructs and conservatism in Japan and dance and how their hometowns of Tokyo and New York inform and inspire one another.
Fashion Defiance
Growing up in Japan, dancer and choreographer, Rie Hata felt the rigidness of traditional gender roles and responded by adopting style codes that challenged conformity — an approach similar to MCM‘s AW19 ready-to-wear collection, which forgoes gendered garments for a fluid offering.
"Harajuku is heaven for me. I think Harajuku made Rie Hata fashion."
Hata’s individuality and inclusivity against conservative values gained international attention, including from Travis Gumbs. Hata wanted to show him a side of Japan that reflects her path to finding her expression of self.
"I’m still moving forward and I’m proud of myself that I try to change the dance community."
She wanted nothing more than to dance like and be respected by the men, so she dressed like one. As her career evolved, her style shifted from boyish to androgynous, influencing inclusivity in dance and blurring gender lines, just as MCM does with its genderless garments.
Client
MCM
Role
Creative Direction, Video Production, Still Photography
Team
Director: Chace Fedor
Photographer: Kageaki Smith
DP / Editor: Tim Lambourne
B Cam: Nobu Arakawa
Sound: Steven LeFever
Words: Jamier Boatman-Harrell