Onitsuka Tiger Unveils New DENIVITA Campaign Starring TWICE’s MOMO

Aug 13, 2026 - 18:00

Japanese fashion brand Onitsuka Tiger unveiled its latest DENIVITA campaign on August 13, starring brand ambassador MOMO of the global girl group TWICE. Centered on Japanese-made denim, the campaign combines vintage-inspired textures with a vivid color palette to express the brand’s contemporary vision of everyday dressing.

Summary

Onitsuka Tiger has unveiled a new DENIVITA campaign starring brand ambassador MOMO
The collection features Japanese-made denim alongside pieces treated with hand-printing and overdyeing techniques
The campaign reinterprets the brand’s sporting heritage through vintage-inspired colors, textures, and styling

A Vibrant Life Through Denim

The name “DENIVITA” combines “DENIM” with “VITA,” the Italian word for “life,” expressing the brand’s desire for people to lead vibrant, energetic lives alongside the brand’s denim.

Rather than approaching denim simply as a wardrobe staple, the campaign presents it as a medium through which individuality and everyday life can be expressed. Materials, surface treatments, and color come together to communicate the free-spirited world of DENIVITA.

In the campaign visuals, MOMO wears Japanese-made black denim, T-shirts individually finished with hand-printed details, and a drawstring set crafted from soft fabric and overdyed in vintage lilac. Moving between structured and relaxed silhouettes, her styling highlights the collection’s modern, confident character.

sub1 1 scaled — Onitsuka Tiger “DENIVITA” campaign starring MOMO of TWICE

Vintage Character Shaped by Craft and Color

The collection is defined by finishes that evoke the character of well-worn garments, supported by a nuanced palette spanning black, blue, vintage lilac, moss green, lime green, and mint green.

The lineup includes the WOMEN’S DENIM REGULAR DENIM and WOMEN’S DENIM JACKET, as well as the MEXICO 66 SEREZA and MUDELLE. Their clean, distinctive silhouettes bring a sharper urban dimension to the collection’s vintage-inflected styling.

Rooted in sport yet increasingly shaped by craftsmanship and fashion, Onitsuka Tiger uses DENIVITA to explore denim from a more expressive perspective. Through MOMO’s commanding presence, the campaign gives the brand’s pursuit of “new luxury” a youthful, energetic, and individualistic form.

The campaign visuals and film are available across Onitsuka Tiger’s official social media channels. Further details about the collection can be found on the brand’s official online store.