NICENESS takes inspiration from cultures around the world, building each season’s collection while traveling through places tied to the theme. This year, photographer Piczo—who has journeyed across many cities with the brand—moved from London, his longtime base, back to his hometown of Osaka. By chance or fate, NICENESS’s Spring/Summer 2026 collection was shaped around the spirit of modern mingei: the ongoing dialogue between Japanese tradition and experimentation. The timing was perfect, and the campaign came to life in Japan, with Piczo once again behind the lens.

At sunrise, mountain ridges reveal their contours. Wind-shaped boulders scatter across dry land. Trees stretch skyward—skeletal, resilient, alive. Far from manmade noise, the silence speaks with strength.

This arid land was once a final stop for those seeking expression—artists, poets, musicians, wanderers. They came not to escape, but to face themselves. Among carved rocks and sky-drawn trees, untold stories remain, etched into the desert.

This campaign was photographed by Piczo, who quietly captured the moments where clothing met landscape. There is no need to declare presence here—only to remain still, and to listen.
In a world that keeps accelerating, we choose to pause. To find new imagination, in the depths of quiet.