Onitsuka Tiger unveils SS25 campaign in “Urban Beats” Style

"...Japanese fashion powerhouse Onitsuka Tiger returns to the spotlight with a striking new release: the Spring/Summer 2025 (SS25) collection titled YELLOW, one of the most highly anticipated fashion drops of the year. At the heart of the campaign is none other than MOMO from TWICE, who steps into the role of brand ambassador to represent the rhythm and dynamism of the modern world..."

MOMO Showcases a Luxe yet Wearable Minimalist Aesthetic

The new SS25 collection, presented under the theme Urban Beats, reflects the vibrant tempo of contemporary city life. It captures the journey of growth, identity, and the expressive lifestyle of the new generation. In the campaign visuals, MOMO of TWICE stuns in effortlessly elegant looks—think fine-knit minimalist tops and updated innerwear silhouettes—perfectly paired with Onitsuka Tiger’s latest footwear styles, from chic summer sandals to faux fur-trimmed clogs.

YELLOW SS25: Inspired by the Journey of Self-Discovery

Rooted in the rhythms of urban youth, the YELLOW collection draws inspiration from the personal journeys of individuals navigating fast-paced city life. This campaign expresses vulnerability and strength, connection and self-expression—all portrayed through a balanced and modern design language. Each piece merges high-quality craftsmanship with contemporary innovation, staying true to the brand’s creative DNA.

Japanese Fashion Elevated by Timeless Craftsmanship and Modern Design

Since its founding in 1949, Onitsuka Tiger has continued to honour its Japanese heritage through thoughtful, detail-driven design. The brand seamlessly blends traditional influences with modern style to suit today’s urban lifestyle. From apparel and accessories to signature footwear, every item in the collection is crafted as a one-of-a-kind piece, combining quality, functionality, and aesthetic refinement.

Fashion enthusiasts can explore the YELLOW SS25 collection and access exclusive behind-the-scenes content via Onitsuka Tiger’s official social media platforms, including Instagram, TikTok, Facebook, and the http://www.onitsukatiger.com/

Also See: Balenciaga unveils the High Summer 2025 campaign