Summary
- Singer SZA accepts role as Vans Artistic Director in new multi-year creative partnership
- She will direct marketing campaigns and develop exclusive product collections combining her vision with Vans design
- First campaign features SZA wearing Knu Skool sneakers, photographed by Sophie Jones
The footwear brand Vans has appointed singer SZA as its new Artistic Director. The multi-year agreement gives the Grammy-nominated artist creative control over campaigns and product development.
SZA will guide upcoming marketing initiatives and collaborate on exclusive collections. Her role combines her personal style with Vans' skateboarding culture and youth-focused approach. The partnership represents Vans' strategy to expand beyond traditional skateboarding audiences.
"In Vans, I feel free", SZA said about the collaboration. She has worn Vans shoes for years, particularly the Knu Skool model. Her connection to the brand predates any business relationship.
The singer's first campaign showcases the monochromatic Knu Skool silhouette. Photographer Sophie Jones captured the images, which emphasize authentic expression over polished marketing. SZA appears comfortable and natural in the shots.
This marks SZA's second major footwear partnership. She previously created two collections with Crocs in 2022. Her design experience includes fashion collaborations and merchandise for her music career.
"My mission is to show that joy, community, creativity, and fashion are all still intersectional", SZA explained. She views the role as connecting culture with commerce. The partnership aims to attract new customers while honoring Vans' skateboarding heritage.
Vans selected SZA for her authentic relationship with youth culture. Her music reaches diverse audiences across age groups and demographics. The brand sees her as embodying their "Off the Wall" philosophy.
The first campaign launches immediately with additional projects planned throughout the partnership. Both parties expect the collaboration to produce multiple product releases and marketing campaigns over the agreement's duration.
Share this article
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.