adidas Originals and Wales Bonner are back and paying homage to the retro style of British afro-caribbean culture in the 70s and 80s. Reimagining classic looks through the lens of music, movement and freedom.
The portraiture and style of west africans living in western spaces in the 70s-early 80s
The SS22 collection ventures away from the Caribbean and on towards West Africa, embracing the 70s and 80s portraiture, colors, and eye-catching execution of lively prints that aid in telling a seasonal story that pays homage to the iconic style of WestAfricans from these decades.
This SS22 campaign captures the final chapter of the adidas x Wales Bonner’s ‘Black Sunlight’ trilogy. Shot in Marseille, the campaign follows a vibrant cast through the modern lens of photography duo Jalan and Jibril Durimel.
Exploring themes of brotherhood/sisterhood, the images and film delve into a fantasy world that blends leisure and sport with nostalgia and optimism. The photography, like the collection, draws on a time-honoured tradition of West African studio portraiture - notably the work of Burkinabe artist Sanlé Sory in the 1970s. Inspired by his ability to capture his subjects with wit, energy and passion – this campaign encapsulates vibrant self-representation in a modern way, mixing simple classical portraits with more energetic character studies. The film complements this by bringing motion to the collection, opening up the indoor/outdoor spaces and allowing us to explore our characters in more depth.
Styled by Tom Guinness, the collection is elevated with magical gold elements, customised sequined shorts, undershirts and jewellery, adding to the fantastical element of our story.
