Nike Women x Nowness

Nowness and Nike have collaborated to produce an elegant brand film for NikeLab. Directed by Somesuch’s Abteen Bagheri, the short film will be hosted exclusively by Nowness for 24 hours. It focusses on a female dancer and is set to Jessy Lanza’s ‘As If’, with Music Supervision coming from MassiveMusic London.

Nike invited technical couture designer Pedro Lourenço to create their first women’s performance collaboration. Consisting of eight pieces, the collection blurs the previously distinct lines between high-fashion and tech to create a clean, simple and modern range.

Nowness and Nike headed to Morocco’s Atlas Mountains to shoot an artistic film with French dancer Hajiba Fahmy, showcasing the range’s performance capabilities. The dancer, whose previous acclaimed work includes performances with Beyonce, performs a highly physical routine, exaggerating a range of natural body movements to highlight the collection’s versatility.

The day-to-night film is set to the experimental electronic sounds of Hyperdub artist Jessy Lanza.

Her track ‘As If’ provides the perfect accompaniment to the other-worldly backdrop, and music supervision from the project was carried out by MassiveMusic London.

MassiveMusic London Producer, Tim Preston says “When this project came along, we were blown away by the creative direction and just had to be involved. We went through a fairly large creative search of emerging talent focusing on UK bass music with a female influence. Jessy Lanza was one of Nowness and Abteen's first choices right from the beginning. After speaking to Hyperdub and Domino about the project everyone felt it was the perfect match for this collaboration.

Roscoe Williamson, Music Producer at MassiveMusic London, says “It has the space needed to let the visuals take precedence whilst keeping a constant rhythm throughout. Jessy’s off kilter production and vocal performance add a real sense of dynamic to the film which was really important for Aaron Sillis' (the choreographer) brief.”

Tim adds “It was a great collaborative effort in so many ways, from fashion, design, choreography and film. We were just glad to be brought in to help gel everything together with music.”
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