History was her time. Now is her time. The future is her time.
Pharrell Williams and adidas Originals are championing diversity and female empowerment with the release of their newest collaboration: ‘Now is her time’.
A collection of unisex apparel and footwear, the sartorially democratic capsule was envisioned to promote choice among all individuals regardless of preference; celebrating diversity, inclusivity and female empowerment in our ever evolving social and fashion landscapes.
Touted as a 21st century call to action, the campaign leverages the profound power of representation, portraying a range of female voices (from musicians through to human rights activists), their allies and the topics each champions, from conversations around gender, sexuality and female rights to race and equality.
Shot by lauded fashion photographer Collier Schorr (whose work aptly explores notions of gender and identity), the campaign features each of the ‘change makers’ in a subtle pose of power, donning adidas’ trademark monochrome tracksuits juxtaposed against brightly hued trainers from the range.
Footwear styles include the brand’s famed Adilette, SolarHu, Crazy BYW and NMD silhouettes reimagined in adidas’ most diverse colour palette yet. Each make also features a bespoke slogan on its upper, including ‘Gratitude/Empathy’, ‘Breathe/Thoughts’ and ‘Infinite/Species’; slogans which also emblazon a selection of the capsule’s garments.
The adidas Originals by Pharrell Williams ‘Now Is Her Time’ collection will be available August 31, 2019 at adidas flagship stores, Foot Locker, selected retailers and online. In the meantime, check out the first campaign edit below.