The first thing you notice about Atarashii Gakko! — the Japanese dance-pop group behind one of Coachella's loudest sets — are the uniforms. On April 14, the four women bounced around the Gobi stage in pleated skirts, knee-high socks and sailor scarves under their quilted traditional robes.
These looks weren't just festival wear: group members Suzuka, Rin, Kanon, and Mizyu almost always wear matching blue and white. fuku sailor, aka sailor outfits, whether they're giving a sizzling live performance, filming a music video or posing for promotional photos. That's because the co-ords' 90s Sailor-Moon cut defies the stereotypical J-pop style, ranging from glamorous to bubbly, while also lending the band, the which translates to “New School”, a timeless mystique that adapts. their genre-defying sound.
He also talks about his ambitions. “When we first formed the group, we were still students,” Rin tells NYLON. “We thought, 'We want to be students who are three steps ahead,' so leaders.”
Other nods to her head girl (school) mission include red armbands on her upper left sleeves, signifying a leadership position in an organization, and socks that read seishun nihon daihyō, which means “Youth Representatives of Japan”. (The socks are available for fans to purchase from the group's official web store.)
But as Atarashii Gakko! release more music videos with new themes (and outfits to match), “in a way, we might be playing a big role in spreading Japanese culture,” says Mizyu. For example, in tokusatsu-inspired video for “Tokyo Calling,” the quartet embraces their nostalgia for 1960s and 1970s Japanese sci-fi with retro-futuristic dome helmets, superhero boots, and glitter. sit down battle gear uniforms. And in the images of the Brazilian phonk “Toryanse”, shot in a traditional house and temple, the women debuted patchwork. haori jackets with red tassels and gold lace trim that now appear frequently in their uniform.
Back at Coachella, the group shed their military dress coats to reveal the latest, edgiest iteration of their look: black skirts and turtlenecks, graffiti blouses emblazoned with AG credos like “stand out freely,” and new white socks and black and sneakers, all bound to be dissected by fans after their weekend 2 set on April 21st.
That's part of the plan, the group says. “We're four girls in sailor uniforms with lots of energy,” says Suzuka. “We do a lot of weird things, maybe, in a very serious way. That's become very much a brand for us.”
Photographs by Toshio Ohno
Styling by Masato (fantastic!)
Hair and Makeup: Youca
Talent reserves: Special projects
Contributing Style Director: Jan-Michael Quammie
Cinematographer: Alex Pollack
Editor-in-Chief: Lauren McCarthy
SVP Fashion: Tiffany Reid
SVP Creative: Karen Hibbert
