adidas Originals recently introduced its newest sneaker, Deerupt which is 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.”