Sneakers are not ‘just’ accessories anymore, but have become a staple in many women’s wardrobe. This change is not specific to the sports fashion industry, it reflects a wider movement of stereotypical gender norms.
From the adidas Deep Hue Samba Pack; the colours green, purple and off-white are a subtle reference to one of the earliest women’s organisations in 1903, it was a movement that proved instrumental in helping women gain the right to vote and pave the way for a generation of pioneering females around the world to follow. Chosen by adidas, these three rich colours were the initial building block for the pack. While the single-tone uppers are bold but elegant, the translucent gum soles are tough and work hard for the wearer.
Given the role of Creative Producer aiming to come up with an idea equally strong as the colours, the pack was accompanied with a story. Christina and Mercy from the London female collective We are In Bloom, were brought on board for their photography and styling. The aim was to create work that spoke a distinct visual language by conveying a clean, modern, global aesthetic paired with a straightforward, self-confident attitude. They helped to fully encapsulate what was sought to convey with the Deep Hue Samba Pack; the contemporary expression of powerful, multicultural femininity.
Project Tags
Companies
Adidas Group
- Fashion and Textiles
