A Bold Seasonal Statement: HUMMEL 00 Unveils AW25 Collection at Rakuten Fashion Week TOKYO

On March 18th, 2025, HUMMEL 00 took center stage at the iconic National Yoyogi Stadium in Harajuku, Tokyo, unveiling its highly anticipated Autumn/Winter 2025 collection as part of Rakuten Fashion Week TOKYO. Under the visionary direction of Creative Director Masanori Morikawa, the show embodied a striking fusion of athleticism and avant-garde aesthetics, pushing the boundaries of modern streetwear with conceptual elegance.

The immersive presentation was brought to life through the artistry of an exceptional creative team. Shinji Torigoe directed the show with cinematic precision, while Daichi Hatsuzawa's styling injected each look with bold texture and edge. Hair by Yu Nagatomo of Home Agency and makeup by Kazuhiro Takenaka of HACO MANAGEMENT enhanced the collection’s raw yet refined energy. 

ALTER casting curated the powerful casting, set against a moody soundscape composed by SOSHlit.

Behind the scenes, CNG.inc orchestrated a seamless production, with Kosuke Yamashita directing the event’s cinematic visuals. Backstage photographer Riku Ikeya and runway photographer Ko Tsuchiya captured the experience in stills, while Tomohiro Onishi penned the show's story. Azusa Nozaki, PR Director Keitaro Nagasaka, and the team at Sakas PR masterfully handled the coordination and public relations.

More than a fashion show, HUMMEL 00’s AW25 debut was a multidimensional expression of contemporary identity and movement—an electrifying chapter in Japan’s fashion narrative.