Founded in 1923, Danish lifestyle sports brand Hummel has a deep connection to the music scene, having supported the Roskilde Festival, the largest music festival in Scandinavia, and being loved by artists from all over the world. In 2018, Hummel launched "hummel loves music," Japan's first music collaboration project. This time, the three artists who have been appointed ambassadors for Hummel sneakers are garnering attention in various scenes, including music. We interviewed "Friends," "MINT mate box," and "SHE IS SUMMER," each in the city that is associated with them. Our second installment features an interview with "SHE IS SUMMER"!
After making her major debut as "MICO," the vocalist of the electro-pop unit "Fenotasu," "SHE IS SUMMER" launched as "MICO's" solo project in 2016. The lead track from her first EP, "Tobikiri no Oshareshite Wakarebanashi," has been viewed over 2 million times on YouTube, and last year she released her first full-length album, "WATER." She exudes a down-to-earth, girly mindset, making her a pop icon not only in music but also in the fashion and culture scenes.
FASHION HEADLINE (hereinafter FH): How was it to participate in hummel loves music?
MICO: Originally, the SHE IS SUMMER project itself focuses not only on music but also on fashion and music videos, so I was really happy to be invited to take part in the project to create a music video together.
FH: Please tell us about the music video for "NEW ME," a song you collaborated with Hummel.
MICO:Up until now, I've only shot SHE IS SUMMER videos on location, but this was the first time we shot the entire video in a studio. I've been working with director Fujishiro since "Tobikiri no Oshare shite Wakarebanashi," which is included on our first EP, and this is our third project together. Up until now, I've told the director the concept I wanted to create and he's incorporated it into the work, but this time I wanted to start from a new approach, so I didn't say anything and just told him that I wanted to make something completely different from anything I'd done before and my current mindset, and left the rest up to the director to create. So it feels like I'm acting out something that doesn't come from within me, or becoming a new version of myself, which I think matches the title "NEW ME."
FH: There were several memorable scenes. How was filming?
MICO:When the director came up with the idea for the scene where I'm buried inside a sneaker, I thought it was amazing! I especially like the scene at the beginning where I collapse a cardboard box, and the corners of the cardboard are surprisingly dangerous (laughs). I was wearing a miniskirt and my legs were exposed, so I scraped them a little during the scene where I had to break a box, but it felt good. It felt like I was filming an action scene (laughs).
FH: The multiple outfit changes and the reverse playback part were very impactful.
MICO:That's the scene where she defeats her past self and becomes a new person. The reverse playback is an idea that could be said to be the director's true forte, and it has appeared in his past works, so I hope you will check them out. He is a big fan of visual gimmicks, so we talked about incorporating them from the beginning. At first glance, you wonder how they filmed the scenes where the clothes keep changing. Because the location is simple, we decided to use gimmicks that could be done with editing. Even though it's reversed, the lip-syncing is still in sync, which creates a strange feeling.
FH: What's the concept of this song?
MICO:"NEW ME" was the first song I made after releasing my first full album. My first full album was like a culmination of all my work up to that point, like the first release, so I wanted to release something unconventional. Then I was given the theme of "Hello New Me," which just so happened to overlap with who I am right now, so I decided to do something new that I couldn't have imagined on my own.
"NEW ME" came around the time I was starting a new life, so I made it with the hope that it would reach people who were struggling with their new environment, and that even people who weren't would find it refreshing to listen to. I'm the type of person who thinks it was lucky that I was able to transfer schools as a student, but I think many people are scared of blending in with something new. But I believe that if you change your facial expression, clothes, hairstyle, and name, you can become a completely different person. I think being able to jump into an environment where no one knows you is a chance to become a completely different person, and I think that's really fun.
FH: Is there anything in particular you'd like people to listen to?
MICO:This is my first time doing such a bold rock arrangement, so I'd like people to listen to the changes in my voice. I think there are a lot of different elements to my usual style.
FH: Why did you choose the sneakers you're wearing today?
MICO:Of all the sneakers, pure white sneakers are my favorite. I wonder why...I hated them so much when I was a student (laughs). Even though I used to hate them so much, I've grown to love them ever since I became an adult, and I have several pairs, but I ended up choosing them again today. They're my staple.
DEUCE COURT SPORT 6,000 yen
Pure white goes with anything. It makes a statement and doesn't look dull, compared to pairing it with sneakers of a different color. I think all-white is really cool, and I like how even if the rest of your outfit is colorful, having pure white on your feet tightens it up.
MICO: I think their greatest appeal is that they easily integrate into your daily life. They fit right into your everyday life, and I love that they're easy to wear anytime.
FH: Today we shot in Kichijoji. What does Kichijoji mean to you, MICO?
MICO: Sometimes I'm suddenly called to Kichijoji (laughs). I love the zoo in Inokashira Park; it's really surreal. The rest of the animals are normal, but there's this one place with a mirror in the enclosure, and it says "human" on it. It's amazing. The moment I saw it, I was like, "Wow!" (laughs). It has a powerful message.
Also, I really love curry, and there are a lot of delicious curry restaurants. I highly recommend a place called Piwan. There are a few others, but I'm saving them up for the next time I go (lol).
Meeting up with actor Takumi Ono during filming!
(Left) DEUCE COURT SPORT 6,000 yen, (Right) MARATHONA GBW 14,000 yen
In addition to Hummel sneakers, the S-Rush Kichijoji store also carries a selection of sneakers and sportswear from international brands. The store stocks sneakers in sizes for men, women, and children, making it a fun place for the whole family. After finishing the shoot, MICO and I went shopping at the S-Rush Kichijoji store. Look for MICO's autograph in store!
SHE IS SUMMER
After making her major debut as "MICO," the vocalist of the electro-pop unit "Fenotasu," "SHE IS SUMMER" launched as "MICO's" solo project in 2016. The lead track from her first EP, "Tobikiri no Oshareshite Wakarebanashi," has been viewed over 2 million times on YouTube, and last year she released her first full-length album, "WATER." She exudes a down-to-earth, girly mindset, making her a pop icon not only in music but also in the fashion and culture scenes.
FASHION HEADLINE (hereinafter FH): How was it to participate in hummel loves music?
MICO: Originally, the SHE IS SUMMER project itself focuses not only on music but also on fashion and music videos, so I was really happy to be invited to take part in the project to create a music video together.
FH: Please tell us about the music video for "NEW ME," a song you collaborated with Hummel.
MICO:Up until now, I've only shot SHE IS SUMMER videos on location, but this was the first time we shot the entire video in a studio. I've been working with director Fujishiro since "Tobikiri no Oshare shite Wakarebanashi," which is included on our first EP, and this is our third project together. Up until now, I've told the director the concept I wanted to create and he's incorporated it into the work, but this time I wanted to start from a new approach, so I didn't say anything and just told him that I wanted to make something completely different from anything I'd done before and my current mindset, and left the rest up to the director to create. So it feels like I'm acting out something that doesn't come from within me, or becoming a new version of myself, which I think matches the title "NEW ME."
FH: There were several memorable scenes. How was filming?
MICO:When the director came up with the idea for the scene where I'm buried inside a sneaker, I thought it was amazing! I especially like the scene at the beginning where I collapse a cardboard box, and the corners of the cardboard are surprisingly dangerous (laughs). I was wearing a miniskirt and my legs were exposed, so I scraped them a little during the scene where I had to break a box, but it felt good. It felt like I was filming an action scene (laughs).
FH: The multiple outfit changes and the reverse playback part were very impactful.
MICO:That's the scene where she defeats her past self and becomes a new person. The reverse playback is an idea that could be said to be the director's true forte, and it has appeared in his past works, so I hope you will check them out. He is a big fan of visual gimmicks, so we talked about incorporating them from the beginning. At first glance, you wonder how they filmed the scenes where the clothes keep changing. Because the location is simple, we decided to use gimmicks that could be done with editing. Even though it's reversed, the lip-syncing is still in sync, which creates a strange feeling.
FH: What's the concept of this song?
MICO:"NEW ME" was the first song I made after releasing my first full album. My first full album was like a culmination of all my work up to that point, like the first release, so I wanted to release something unconventional. Then I was given the theme of "Hello New Me," which just so happened to overlap with who I am right now, so I decided to do something new that I couldn't have imagined on my own.
"NEW ME" came around the time I was starting a new life, so I made it with the hope that it would reach people who were struggling with their new environment, and that even people who weren't would find it refreshing to listen to. I'm the type of person who thinks it was lucky that I was able to transfer schools as a student, but I think many people are scared of blending in with something new. But I believe that if you change your facial expression, clothes, hairstyle, and name, you can become a completely different person. I think being able to jump into an environment where no one knows you is a chance to become a completely different person, and I think that's really fun.
FH: Is there anything in particular you'd like people to listen to?
MICO:This is my first time doing such a bold rock arrangement, so I'd like people to listen to the changes in my voice. I think there are a lot of different elements to my usual style.
FH: Why did you choose the sneakers you're wearing today?
MICO:Of all the sneakers, pure white sneakers are my favorite. I wonder why...I hated them so much when I was a student (laughs). Even though I used to hate them so much, I've grown to love them ever since I became an adult, and I have several pairs, but I ended up choosing them again today. They're my staple.
DEUCE COURT SPORT 6,000 yenPure white goes with anything. It makes a statement and doesn't look dull, compared to pairing it with sneakers of a different color. I think all-white is really cool, and I like how even if the rest of your outfit is colorful, having pure white on your feet tightens it up.
MICO: I think their greatest appeal is that they easily integrate into your daily life. They fit right into your everyday life, and I love that they're easy to wear anytime.
FH: Today we shot in Kichijoji. What does Kichijoji mean to you, MICO?
MICO: Sometimes I'm suddenly called to Kichijoji (laughs). I love the zoo in Inokashira Park; it's really surreal. The rest of the animals are normal, but there's this one place with a mirror in the enclosure, and it says "human" on it. It's amazing. The moment I saw it, I was like, "Wow!" (laughs). It has a powerful message.
Also, I really love curry, and there are a lot of delicious curry restaurants. I highly recommend a place called Piwan. There are a few others, but I'm saving them up for the next time I go (lol).
Meeting up with actor Takumi Ono during filming! (Left) DEUCE COURT SPORT 6,000 yen, (Right) MARATHONA GBW 14,000 yen In addition to Hummel sneakers, the S-Rush Kichijoji store also carries a selection of sneakers and sportswear from international brands. The store stocks sneakers in sizes for men, women, and children, making it a fun place for the whole family. After finishing the shoot, MICO and I went shopping at the S-Rush Kichijoji store. Look for MICO's autograph in store!
[hummel loves music special website]
http://www.ssksports.com/hummel/lovesmusic/
[Interview cooperation and inquiries]
S-Rush Kichijoji Store
Address: 2F Marui Kichijoji Store, 1-7-1 Kichijoji Minamimachi, Musashino City, Tokyo
Phone: 0422-26-6007
Business hours: 10:30 AM - 8:00 PM
http://www.ssksports.com/hummel/lovesmusic/
[Interview cooperation and inquiries]
S-Rush Kichijoji Store
Address: 2F Marui Kichijoji Store, 1-7-1 Kichijoji Minamimachi, Musashino City, Tokyo
Phone: 0422-26-6007
Business hours: 10:30 AM - 8:00 PM
