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Nike Air Max 270 Donna
« on: Sep 12th, 2018, 9:39pm » |
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It’s potential career suicide to touch ten things that are iconic,” says Virgil Abloh, Nike Air Max 95 Femme the 36-year-old founder and creative director of streetwear-inflected fashion label Off-White, on one of his biggest design gigs to date. Abloh, who rose to prominence as a creative consultant to Kanye West in the mid-aughts, has been enlisted by American sportswear giant Nike to reimagine ten models from its sneaker archive, including the classic Air Jordan 1, Air Max 90, Air Max 97, Blazer, Hyperdunk Adidas Superstar Dames and Air Force 1. Also on the list are newer, more technical models like the AirVaporMax, Air Presto and Zoom VaporFly, as well as the iconic Chuck Taylor All-Stars, produced by Nike-owned Converse.
Since Abloh wore his edition of the Air Jordan 1s to the Met Gala in May, glimpses of what Nike hopes to be a blockbuster collaboration have appeared on the social media accounts of influencers ranging from Bella Hadid and Wiz Nike Air Zoom Pegasus 35 Mujer Khalifa to Brazilian footballer Neymar and 032c editor Joerg Koch. Now, “The Ten: Icons Reconstructed by Virgil Abloh,” is only days away from its September launch with five of the ten models – the Air Jordan 1, the Nike Blazer, the Nike Air Presto, Nike Air Max 90 and Nike VaporMax – to be pre-released at NikeLab stores during the upcoming Spring/Summer 2018 fashion weeks in New York (September 9-13), London Adidas Superstar Femme (September 18-22), Milan (September 21-25) and Paris (September 26-30). The full collection will be launch worldwide in November.
“I always like a challenge. The idea of ‘The Ten’ is Nike going into its history and asking a designer such as myself to tell a story by highlighting a design detail and innovation within [each of the] ten models,” says Abloh. “What’s interesting is the scope of the project. It’s a hallmark, a Adidas Stan Smith Womens very important idea of post-modern culture, innovation and athletic performance all intertwined into one.”
With demonstrated success at attracting today’s social media savvy youth, Abloh, who trained as an architect, has collaborated with several major brands, including Levi’s and Moncler, though his relationship with Nike dates back to the mid-aughts, when he worked with Kanye West on the American rapper’s Nike Air Max 90 Womens Black Nike Air Yeezy Nike Air Max 90 Mujer sneakers.
“What’s very interesting is that we look at how the shoes are put together. It’s quite common in the architectural world but no one is really looking at how you’re building shoes in the sneaker world,” says Andy Caine, vice president of footwear design at Nike, noting Abloh’s revamped Air Max 90 and Air Jordan 1 models which expose some of the internal functionality of the shoes often hidden in more Nike Air Max 270 Donna traditional designs.
Other models, such as the redesigned Blazer, are more subtle. “That shoe exemplifies making a product interesting by only changing a design element by three percent. The swoosh logo of that shoe overlaps the sole without it detracting away from the iconography, which makes it more interesting and wearable,” explains Abloh.
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