adidas Originals introduces its newest sneaker, Deerupt — a contemporary take on adidas heritage realized in a radically new look. At once minimalist and bold, the silhouette looks to the archive for its grid design inspiration, while debuting a new profile that remains undeniably adidas.

To celebrate the launch of this runner-inspired design, adidas Originals South Africa commissioned Jamal Nxedlana to conceptualize and shoot a local lookbook.

When asked about the concept behind the shoot, which highlights distortions in everyday life, Jamal had the following to say: “I wanted to highlight the staged, constructed and theatrical quality of images and by doing so, disrupt the way we consume photographs. There is a surreal quality to the images, which speaks to the inspiration of disruption and I feel that the models I chose compliment this idea. They are beautiful but not in the conventional sense and that makes you look twice and re-examine the idea of beauty.”

The Deerupt silhouette is currently available at a retail price of R1899 at adidas Originals stores, select retailers and www.adidas.co.za.

adidas.com/deerupt

#DEERUPT

@adidasza

LOCAL LOOKBOOK SHOOT CREDITS

 

Please be sure to use the following credits when featuring local Deerupt content

 

Photography casting & styling

Jamal Nxedlana

 

Producer

Marcia Elizabeth

 

Photographic & Fashion Assistant

Lebogang Ranfate

 

Hair & Makeup

Katleyn Garke

 

Models

Kayla Armstrong

Nkuley Masemola

Lebo Otukile

 

 

Related Posts

Leave a Reply

Your email address will not be published.