TWICE's MOMO Brings Japanese Denim to Life in Onitsuka Tiger's New DENIVITA Campaign

Onitsuka Tiger is welcoming the new season with a fresh dose of color, craftsmanship, and effortless cool. The Japanese fashion label has unveiled its latest DENIVITA campaign starring MOMO, the global K-pop sensation from TWICE and one of the brand's longtime ambassadors. Best known for her exceptional dance skills, trendsetting style, and worldwide influence, MOMO perfectly embodies the modern spirit that defines Onitsuka Tiger's evolving identity. The campaign continues the brand's vision of blending fashion, sports, heritage, and innovation through contemporary everyday essentials.

The name DENIVITA combines the words "DENIM" and the Italian word "VITA," meaning life. It's a fitting concept for a collection designed to bring fresh energy to everyday dressing through premium Japanese denim and vibrant streetwear. Throughout the campaign visuals, MOMO effortlessly transitions between relaxed denim looks, colorful tracksuits, and handcrafted graphic pieces that celebrate Japanese craftsmanship while embracing youthful self-expression.

The collection highlights several standout wardrobe staples, including Made-in-Japan black denim, oversized denim pants, relaxed bomber jackets, graphic hoodies, artisan hand-printed T-shirts, pastel tie-dye tanks, oversized track tops, and soft over-dyed separates in dreamy shades of pink, lilac, blue, and green. Each outfit feels easy to wear while maintaining the elevated finish that has become synonymous with Onitsuka Tiger's "new luxury" philosophy.

Footwear naturally plays a starring role. MOMO showcases several updated silhouettes from the brand, including the MEXICO 66 PF, MEXICO 66 FRINGE, PLABALA, and CODOBEL, pairing each sneaker with relaxed denim or sporty separates for a look that feels both vintage-inspired and refreshingly modern. The styling balances retro influences with clean contemporary tailoring, making every outfit feel versatile enough for everyday wear.

Beauty-wise, MOMO keeps things effortlessly cool throughout the campaign. Her sleek dark hair shifts between softly styled waves and relaxed straight looks, while natural glowing skin and understated makeup allow the clothing and craftsmanship to remain the focus. The result is a campaign that feels authentic, wearable, and unmistakably Onitsuka Tiger.

Beyond the campaign imagery, fans can also enjoy behind-the-scenes footage on Instagram alongside exclusive TikTok content, offering a closer look at MOMO's latest collaboration with the Japanese fashion house. With DENIVITA, Onitsuka Tiger once again proves that timeless denim, thoughtful craftsmanship, and iconic sneakers never go out of style.