The Movement Director Injecting Fashion with Dynamism, An Interview with Yagamoto
Written by Maya Avram by SaffieIf you are a fashion aficionado like me, few things excite you more than experiencing that fandom in new, imaginative ways. The rise of movement directors (or choreographers, for the uninitiated) over the past few years has reignited the industry’s appreciation for the kind of theatricality that made runway moments from the ‘90s and early ‘00s so iconic. From Shalom Harlow getting spray-painted by robots at Alexander McQueen’s 1999 presentation to Leon Dame’s angry stomp for Maison Margiela on the 2020 catwalk, it appears that the pendulum has swung back to fashion as performance — and we’re all better for it.
One creative spearheading this shift is Abdourahman Njie, also known as Yagamoto. His emotive, cinematic campaigns — shaped by a background in performance art, modelling and his Senegalese-Gambian heritage — have brought a fresh sensibility to his collaborations with Pharrell Williams x Adidas, Louis Vuitton, Off-White and British Vogue, among others.
Here, the multidisciplinary artist shares insights into his creative process, sources of inspiration and ambitions for the future.
Maya Avram: You’re part of a growing cohort of choreographers who help design fashion’s narrative. How did you start your movement director journey?
Yagamoto: My journey in movement started early on, when I was studying performance art in high school. That initial spark led me to explore the medium further in college, where I also experimented with method acting, physical theatre and improvisation. Eventually, I pivoted away from academia as I realised its structure didn’t align with my creative rhythm. Fortunately, soon after that I was scouted and signed by a modelling agency, which was a real turning point and reaffirmed my path in the creative industries.
MA: Movement directors have become indispensable in fashion storytelling, transcending mediums. How do you adapt your work to different channels, from music videos to print editorials?
Y: To answer that, I need to give context around how my methodology was formed.
Early in my career I made a conscious decision to distance myself from the wider movement community, including my peers. This intentional isolation wasn’t out of disregard, but out of deep respect for the craft and a desire to develop a unique voice. I became highly selective about what I consumed, choosing not to follow others or compare paths so I could focus inward and develop my own methodology. Freeing up that space allowed me to root my perspective in intuition rather than external influence.
The method that emerged is called MOTO, and it encourages artists to engage fully with every creative component on set — from the textures and materials of clothes to the nuances of hair and makeup to the atmosphere shaped by set design. It draws on character embodiment and incorporates elements of method acting to deepen presence and connection.
And so, when creating ‘Impermanence’ with Campbell Addy for Miami Artweek, every element became a tool that shaped the character and constructed the narrative. It’s a holistic, intuitive approach to movement direction that transforms the set into a living, breathing extension of the performance.
MA: Having worked both in front and behind the camera, which is your favourite?
Y: Whether I’m directing or modelling, I’m happiest on set when there’s a real sense of creative harmony flowing through the production. It’s magical when every element — direction, client vision, lighting, hair and makeup, styling — aligns effortlessly.
‘Impermanence’ is the perfect example of that. It was created by a team of close friends and collaborators, each bringing their best and making the process feel organic and fluid. That dynamic fostered a lively atmosphere where art could thrive and the work truly came alive.
MA: How do you prepare for a project? What does the creation process look like?
Y: Research and response are the pillars of my process. Once I receive a creative brief, I study the vision. If needed, I dive deep into research, collecting visual references, exploring themes and movement languages that can help enrich the creative direction.
When creating ‘Impermanence’, Campbell Addy and I were inspired by Jaguar’s transition into a new era, so we drew a lot of inspiration from reincarnation and rebirth. My goal is always to offer a thoughtful, informed response that not only aligns with the original concept, but also evolves it.
MA: When working with talent, what do you look to get out of their performances? How do you create a common language with your team?
Y: When meeting talent, my priority is to establish a warm, professional dynamic rooted in mutual respect and openness. From the outset, I make it clear that when working with me, they are stepping into a psychologically and creatively safe space. I am fully open to collaboration and committed to bringing out the best in them.
That introduction helps trust form naturally, laying a solid foundation for confidence to grow. I emphasise that vulnerability is not just accepted, but encouraged, and there is no such thing as doing something “incorrectly.” Every choice, every movement is part of the process, and it’s in that freedom that authentic expression can truly emerge.
MA: You have worked with some of the biggest names and brands in the business, from Naomi Campbell to Dior. What is your next dream project?
Y: I’m a big believer in the magic of manifestation. Every job, every moment that’s found its way to me started as a quiet dream whispered to the universe, and, piece by piece, those dreams have become my reality. There’s an endless stream of visions still unfolding, but I like to keep them secret until they’re ready to bloom. The universe is always listening, and trust me — there’s an infinite wave of beauty, success and aligned purpose on the way. Stay tuned, the magic’s only just getting started.
