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.
LOCAL LOOKBOOK SHOOT CREDITS
Please be sure to use the following credits when featuring local Deerupt content
Photography casting & styling
Photographic & Fashion Assistant
Hair & Makeup