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There’s a certain expectation when one thinks of the Japanese schoolgirl. Now deeply ingrained in a Gyaru subculture and oft portrayed in mangas and the silver screen, the default falls on the cutesy, innocent and pliable protagonist. Well, here as the antithesis to this archetype is none other than ATARASHII GAKKO!, which translates to ‘new school’ in Japanese. A new generation female group—comprising Suzuka, Rin, Mizyu and Kanon—that is synonymous with their go-to wardrobe of choice, a sailor uniform similar to those donned in the ’80s and ’90s. With skirts that graze below the knees, long-sleeved blouses and knee high socks, the outlandish girl group has seemingly made the common garb in Japan their very own. They achieve this by expressive personalities, quirky dance movements and genre-bending music that infuses elements of pop, jazz, rock, punk and hip-hop.
With energy so palpable, there’s an electric charge that takes over whenever the girls of ATARASHII GAKKO! take to the stage. Encapsulating the spunky vigour of youth, which is Seishun in Japanese, they present a refreshing take on Japanese pop and in the grander scheme of things, a fresh outlook on girl groups. One that isn’t manufactured or pigeon-holed.
Ahead of their Coachella debut this weekend, ATARASHII GAKKO! speaks to Vogue Singapore on breaking social norms, their love for the sun and what fans can expect during their performance on the desert stage.
It’s your first Coachella stage! How are you feeling and who are you most excited to see?
We’re thrilled to be performing at Coachella, aiming to deliver our best performance yet! We are most excited to see Awich and YOASOBI.
Your idiosyncratic sense of style—whether musically or stylistically in school uniforms—has always been a huge topic of conversation. What has been the motivation behind these choices?
Since the inception of our group, we’ve been driven by the mission to express our individuality and break free from restrictive social norms. Our goal has been to embody the forward-thinking spirit of student leadership, energising and inspiring those around us. These core values have remained central to AG!.
As real students, when we began, wearing our school uniforms felt completely natural, symbolising extracurricular after-school activities. Yet, as we stepped onto the global stage, these uniforms began to represent Japanese culture to international audiences, becoming our way to represent our heritage.
Musically, we embrace a variety of styles without confining ourselves to a single genre, aiming to share our thoughts through.
What inspires the music of ATARASHII GAKKO!?
Inspiration is all around us, waiting to be discovered. From the people we meet to the environments we inhabit, even the smallest moments can ignite our creativity. When we travel and meet new people, we open ourselves up to new experiences and perspectives that can inspire us in unexpected ways. By embracing all that life has to offer, we can tap into our imagination and find inspiration in even the most ordinary of things.
Your songs never fail to uplift, energise, and excite. What do you hope to incite with the meaning behind the songs?
We want the essence of Seishun to come through—a state of living life with an open mind, being passionately immersed and living wholeheartedly. We believe Seishun is not limited to “youth,” and regardless of age, gender, or any labels, we invite our audience to join us in sharing these moments. We hope to inspire you with the joy we put into our performances and encourage you to enjoy the moment, forget your troubles, and immerse yourself in the experience.
The group has successfully carved out its own distinctive sound within the overarching genre of J-pop. What does J-pop mean to you as a group, and how is ATARASHII GAKKO! disrupting that space?
To us, J-pop represents a rich tapestry of sounds and styles that cannot be confined to any single category. Even amongst the Japanese artists performing at Coachella, such as YOASOBI, Hatsune Miku, and ourselves, there are variations in genres, styles, and performances. This diversity is a reflection of Japan’s island nation, and we cherish it. Japanese music has an indescribable essence that is both captivating and inspiring. Whether it’s sounds that originated in Japan or those that have evolved from adopting cultures from abroad, we aim to keep those roots in our hearts and continue to embrace new challenges.
Let’s talk about dance. It’s such a pivotal part of the group—what drives the unique choreography, and how do you all feel while dancing?
Dancing allows us to feel interconnected with the music. Although we may not play instruments, we feel like our bodies are playing music. This joyous expression is a fundamental aspect of our performances, bringing our music to life in a unique and engaging way.
What do you guys like to get up to in your own free time?
Sunshine is our collective passion! Being outside and soaking up the sun’s rays feels like recharging our batteries, infusing us with energy and vitality. Even when we are cooped up in the studio for stage rehearsals or choreography, we try to step outside during breaks to bask in the sun together.
What would be a song that you all collectively feel excited about performing on the Coachella stage?
We’re eagerly anticipating the unveiling of many new songs and can’t wait to see the audience’s reactions. Plus, ‘Tokyo Calling,’ with its special Coachella production featuring an ensemble of 17 performers, promises to be a highlight we’re all excited about!
In a nutshell, if you had to define ATARASHII GAKKO! in one line, what would it be?
It would be: 青春日本代表. It’s what’s written on our socks. It means “Representatives of Seishun (youth) Japan.”
