Wonderland.

Bo Ningen Star in McQ AW16 Campaign

McQ break new ground with their AW16 campaign starring Japanese four piece Bo Ningen.

McQ have always been about breaking conventions: rebellion is in their very blood. Who better to be fronting their new AW16 campaign then, than Japanese psych-rockers Bo Ningen? The band’s noisey, ear-melting sound and distinctive aesthetic has won them plenty of fans over the last six years or so, but they’ve remained an noncommercial entity, unswayed by the musical whims of the mainstream. And it’s that an abstract energy and unique spirit that’s been well captured by maverick fashion photographer Harley Weir here in this series of portraits: her second campaign for McQ.

Joined by model Greta Varlese, the four Bo Ningen boys appear in both menswear and womenswear looks from McQ’s AW16 collection, channeling a subversive streak inspired by the 70s Shinjuku club scene – historically Tokyo’s queerest and most subversive nightlife district. That means drapey, wide cut trousers, pleated plaid skirts with matching tops, and plenty of rebel leather.

The synergy between McQ and the band is obvious, with Bo Ningen’s guitarist, Yuki Tsujii, commenting, “it was such an extraordinary experience to be a part of McQ’s campaign. They eagerly collaborate with artists and musicians, whilst keeping the charm of the brand, unlike other conventional houses.” The boys are such big fans of the label in fact, that they’ve opted to wear custom-made McQ looks for a number of their European tour dates: “We find wearing McQ’s clothing beautifully expands our performances visually whilst being aesthetically inspiring.” A match made in leather-clad heaven? We think so.

Bo Ningen Star in McQ AW16 Campaign

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