With their matching outfits, animated expressions and mesmerising choreography, the one-of-a-kind collective is transforming dance into art – and sharing the spirit of Japan with the world. Tama Miyake Lung reports
When Avantgardey took the stage on America’s Got Talent in 2023 – more than a dozen young Japanese women in matching school uniforms and blunt black bobs – the judges and audience didn’t quite know what to expect. Then the music started. All of a sudden, their faces lit up with expression, they moved in mesmerising synchronisation and the crowd started going wild. By the time the routine ended, the judges were on their feet, and Avantgardey had become an international sensation.
For the Osaka-based dance team, that moment wasn’t just a breakthrough – it was the culmination of a vision to “deliver a new form of entertainment from Japan to the world”. Formed in 2022 under the direction of Akane, the famed choreographer behind the ’80s-inspired high school dance group video, Bubbly Dance, which has garnered 121 million views on YouTube, Avantgardey merges discipline, eccentricity and a distinctly Japanese flair.
“The group was born from a desire to create a team that evolves dance into art, based on the themes of ‘individuality’, ‘Japanese essence’, and ‘avant-garde expression’,” they tell #legend ahead of their scheduled performance at October’s Waterbomb music festival, which was later postponed due to Typhoon Ragasa.
Avantgardey’s now-iconic look – identical schoolgirl- style uniforms, red-capped white sock booties and
their signature bob-style wigs – is more than aesthetic. “We want to express ‘individuality within uniformity’,” they explain. “By having the same hairstyle and outfit, each person’s inner charm and facial expressions stand out even more. Even though we look the same, we express our individuality through our movements, gazes and emotions.”
That tension between sameness and self-expression defines the Avantgardey style: movements that are quirky yet precise, humour laced with intensity and choreography that feels more like theatre than dance. “We draw inspiration from everyday gestures and moments,” they say. “When we find something that feels interesting to perform as a group, we turn it into choreography.”
With 17 current members, selected through auditions and including dancers who had worked with Akane, Avantgardey operates more like a small theatre company than a dance crew. The logistics are daunting, but the group’s size is also its strength. “Because we are a large group, everyone has different opinions and feelings – that’s both a challenge and a strength,” they say. “We make sure to take time to talk things through and find solutions that everyone agrees on. Having 17 unique individuals also gives our performances greater power and a wider range of expression. That’s our biggest advantage.”
Each dancer brings a distinct energy, yet they share one goal: “to deliver our performances to people all over the world.” That shared passion, they say, “gives us the strength to keep moving forward together, no matter what challenges we face.”
What looks effortless on stage is the result of meticulous rehearsal. Their routines are famous for their precision, down to every eyebrow raise. “We carefully check every detail to synchronize each movement perfectly,” they explain. “We place great importance on matchingour timing precisely, sometimes even practicing while feeling each other’s breathing. We also practice facial expressions as an essential part of each piece.”
Avantgardey’s international breakthrough on America’s Got Talent proved that language isn’t necessary when movement speaks so clearly. “Performing overseas – including our challenge on America’s Got Talent – was difficult because of language and cultural differences,” they recall. “However, with the belief that ‘we can communicate through dance’, we supported each other as a team and overcame every obstacle.” The group eventually reached the finals, but missed out
on a spot in the top five.
“The moment we stepped on stage, we saw the entire audience smiling – we’ll never forget that,” the group says of their initial audition. “We truly felt that even without words, dance can connect hearts. That experience gave us tremendous confidence.”
Their performances, they add, embody “the spirit of Japan”. For Avantgardey, that means subtlety, harmony and beauty – qualities revealed through coordination and restraint rather than flash. The balance of elegance and eccentricity has earned them invitations to major stages across Asia.
After their aborted Hong Kong performance, Avantgardey visited Taiwan at the end of October for a string of performances at Zepp New Taipei. The group, whose goal is “to bring our performances directly to audiences all over the world”, has also amassed 2 million followers on TikTok, 1.7 million followers on Instagram and more than 1 million followers on YouTube.
Offstage, the members maintain a sense of curiosity that fuels their creativity. “We like to go to cafés, watch movies and find inspiration for future works while relaxing,” they say. “Sometimes we go out to eat together, and even on our days off, we might travel to film dance videos for social media.” Those short, can’t-look-away clips – often shot in public spaces like sidewalks or parks – have become part of their signature.
Indeed, as their name suggests, Avantgardey is not – and will never be – content with convention. With a style they describe as “avant-garde and one-of-a-kind”, their mission is to continually challenge what dance can be and how it can be perceived. “We want to continue exploring new forms of expression,” they say. “No matter what shape it takes, we’ll keep sharing the
unique ‘Avantgardey style’ with the world.”
CREDITS
Creative Concept / #legend
Creative Direction / Gordon Lam
Photography / Olivia Tsang
Styling / Anson Lau
Hair & Make-Up / Junko Hirata
Lighting Assistants / Sing Chu, Michael Tang and Tommy Ng
Styling Assistant / Chiaki
Venue / Kowloon Shangri-La
Also see: Cover Story: Michelle Wai on setbacks, victories, and tackling unexpected roles
