In a move that aligns with both its heritage and its forward-thinking ethos, Vans has announced a multi-year creative partnership with SZA, one of the most influential artists in contemporary music and fashion.
The collaboration positions SZA as Vans’ Artistic Director, where she will help shape the brand’s upcoming campaigns and co-create exclusive product collections that blend her distinct artistic vision with the iconic, youthful spirit of Vans.
SZA is known for her genre-defying sound and raw authenticity, qualities that have made her a cultural force. She connects with audiences not only through her music but also through her approach to fashion, where she challenges norms and embraces self-expression in ways that resonate deeply with today’s youth. Her vision embodies the essence of Vans’ “Off The Wall” ethos—encouraging people to embrace their individuality while fostering a sense of community.
Speaking on her partnership with the brand, SZA shared, “In Vans, I feel free! I’ve been wearing Knu Skools and other styles for years, and they’ve always had an ethos I connect with. As Artistic Director, my mission is to show that joy, community, creativity, and fashion are all still intersectional.
“That humanity, culture, and connection are still the access points. I’ve learned that bravery and curiosity are the cures for uncertainty, and it’s a lifestyle. Vans champions that spirit. They stand where I stand, and I’m honoured to invite a whole bunch of people to stand Off the Wall with us.”
The collaboration kicks off with a debut campaign that feels as much like a visual anthem as it does a statement of intent. The campaign explores themes of vulnerability, self-reflection, and expression, drawing attention to one of SZA’s favourite Vans styles—the Knu Skool in Black/White. Originally introduced in 1997, the Knu Skool reinterprets the classic Old Skool
silhouette for a new generation.
This updated version includes details like a puffed-up tongue, a 3D Sidestripe, and chunky oversized laces, all of which speak to both the brand’s skateboarding heritage and its ever-evolving design sensibility.
The post SZA Brings Her Bold Vision to Vans appeared first on EntertainmentSA News South Africa.
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