The global music × anime project Running Girl premiered its second music video Thursday, expanding its cross-media universe through a fashion-driven collaboration with BEAMS MANGART, the newly rebranded cultural initiative from Japanese apparel company BEAMS.
Titled “Michiko – RUN / tofubeats – Supported by BEAMS MANGART,” the video debuted on YouTube at 12 p.m. JST and introduces a new protagonist whose story unfolds in Tokyo’s Harajuku district .
Phase 2 shifts focus from the first installment’s character, Ran, to Michiko, whose aesthetic reflects Harajuku’s contemporary street culture. The video follows her run toward BEAMS WOMEN HARAJUKU, capturing the district’s vibrant atmosphere while reinforcing the project’s central motif of motion as both physical expression and emotional momentum .
BEAMS MANGART Rebrand Signals Expanded Cultural Vision
Originally launched in 2022 as MANGART BEAMS, the initiative has been revamped under the name BEAMS MANGART, accompanied by a new logo and refined creative direction.
Building on its established collaborations, BEAMS MANGART aims to fuse fashion with Japanese pop culture, including manga, anime and games. The project seeks to compile the artistry embedded within these works and amplify the passion of their creators through branding initiatives, product development and cross-industry collaborations.
A newly launched BEAMS MANGART brand website will provide updates on current activities, archive past projects and preview upcoming initiatives, positioning the label as a long-term cultural platform bridging fashion and entertainment.
Music × Anime With Global Ambitions
The Phase 2 music video features “RUN” by tofubeats, pairing electronic rhythms with fluid animation that mirrors Harajuku’s urban pulse .
Originally launched on YouTube, Running Girl is a short-form anime project built around the theme of “girls running around the world.” By combining high-quality visuals with music tailored to each scene, the series presents a stylized format designed to function as both narrative storytelling and immersive, everyday background viewing.
As BEAMS MANGART formalizes its cultural rebrand and Running Girl continues to evolve its global footprint, the collaboration highlights the growing intersection of fashion, music and anime-driven storytelling.
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