adidas Originals Deerupt Lookbook

WORDS Amelia Brown IMAGES Jamal Nxedlana

To celebrate the launch of adidas Originals’ newest sneaker, the Deerupt, adidas Originals South Africa commissioned Jamal Nxedlana to conceptualise and shoot a local lookbook.

While debuting a new profile, the “disruptively simple” runner-inspired design of the Deerupt looked to the adidas Original archive for its grid design inspiration. Bold yet minimal, it’s a contemporary take on adidas’s iconic heritage.

When asked about the concept behind the shoot, which highlights distortions in everyday life, Jamal said: “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 complement this idea. They are beautiful but not in the conventional sense and that makes you look twice and re-examine the idea of beauty.”

The models are Kayla Armstrong, Nkuley Masemola and Lebo Otukile. Lebogang Ranfate was the photographic and fashion assistant, Marcia Elizabeth the producer, and Katleyn Garke hair and makeup.

The Deerupt is retailing for R1 899 at adidas Originals stores, select retailers and adidas.co.za.

Check out the latest issue of VISI to see our “disruptively simple” architecture feature. Inspired by the Deerupt, we looked at buildings around the continent that are breaking the mould and using mesh and grids as disruptive, clever, aesthetic façades.