The Lucky Bunny By Covert Japan And Starring Misa New Now

For Covert Japan, this is the moment they step out of the underground. For Misa New, this is her Blade Runner —a defining role that proves a "model" can be a philosopher, a distress signal, and a fashion icon simultaneously.

In The Lucky Bunny , her character loses memory as she walks. In real life, Misa New has admitted (via a cryptic Substack note) that she has prosopagnosia—face blindness. "I don't remember who you are," she wrote. "So I treat everyone like a ghost. That is luck."

When she whispers, "Don't catch me," she isn't talking to the data brokers in the film. She is talking to you. She is the luck you chase on the internet—beautiful, fleeting, and slightly toxic. the lucky bunny by covert japan and starring misa new

They deal in lore.

Consider her public persona. Misa New has famously never done a traditional red carpet. She has no "publicist." She appears at Covert Japan pop-ups unannounced, handing out physical tokens (lucky rabbits made of scrap metal). She has 12 million followers on TikTok, yet her most popular video is a 10-second clip of a CCTV camera feed showing her running down a hallway. For Covert Japan, this is the moment they

But for the audience, The Lucky Bunny is a mirror. Look closely at the screen. Look at the jacket. Look at Misa’s eyes.

Where Supreme sells logos and Balenciaga sells noise, Covert Japan sells an experience of surveillance . Their previous "drops" have been less about seasonal collections and more about episodic releases: a USB drive found in a Tokyo phone booth containing a 3-second video loop; a jacket with RFID-blocking pockets and a QR code sewn into the lining that leads to a dead-end server room chat. They have perfected the art of "ludic narrative"—the idea that the consumer is also a player in an alternate reality game (ARG). In real life, Misa New has admitted (via

Her collaboration with Covert Japan was inevitable. She has been the uncredited face of their last two lookbooks, her face partially obscured by gas masks or holographic visors. With The Lucky Bunny , she steps fully into the light—or rather, the neon glow. So, what is The Lucky Bunny ? It is a short film (approximately 22 minutes, though rumors of a 4-hour director’s cut on the blockchain persist). It is a capsule collection of 6 garments. And it is a scavenger hunt.