EXCLUSIVE: Nigo Takes Kenzo to Brazil for Spring 2025 Campaign

WHEN IN RIO: Nigo is full of surprises lately, having signed on as creative director of Japanese convenience store chain FamilyMart, and teamed with his buddy Pharrell Williams to create the fall 2025 menswear collection for Louis Vuitton.

Now Kenzo‘s creative director decided to shoot the brand’s spring campaign in Rio de Janeiro.

“Brazil wasn’t a direct inspiration of the collection, but its atmosphere felt perfect for the campaign,” the Japanese designer told WWD. “The rhythm, the vibrancy of Rio naturally aligned with Kenzo’s spirit this season, making it the perfect backdrop for the collection.”

Since the streetwear guru arrived at the creative helm of the French house in 2021, he has made the interplay between late Japanese fashion designer Kenzo Takada and his adoptive city of Paris a central theme, with campaigns also elaborating on the theme of building bridges between East and West.

Asked if the Brazil spots points to a new chapter for the house, Nigo said Kenzo “has always embraced cultural exchanges, and this campaign is part of that ongoing exploration.”

Photographer Johnny Dufort captured models and capoeira dancers on iconic Rio streets and beaches, while Frank Lebon created moving imagery.

According to Kenzo, the aim of the campaign was to capture the free spirit, energy and cultural richness of Brazil, while also exalting the summery elements of the men’s and women’s collections, which included items made of embellished mesh and a bamboo print mimicking a classic camouflage.

For the spring 2025 collection, Nigo leaned into Kenzo’s print legacy and sought to give them dimension by including crinkled and creased fabrics, mesh and embroideries. In this vein, its Furoshiki bag now comes in a cracked leather variation.

The campaign breaks Wednesday on Kenzo’s digital channels.