Apr 18, 2017 | By WGSN Insider
Singer FKA Twigs has just added another string to her bow, in her new role as the Creative Director of NikeWomen’s Spring Zonal Strength Tights campaign.
The new campaign, which was launched on Nike’s YouTube channel, and across social media, was directed by Twigs who also scored the soundtrack that goes with it.
The theme is a celebration of the power of modern movement and aims to show how sport is an important channel of expression.
The FKA Twigs x Nike campaign line is, “do you believe in more?” it was shot in Mexico City, and was styled by Matthew Josephs.
Speaking about her role in the campaign, Twigs said: “When Nike reached out to me about collaborating together on this project, I saw it as an opportunity to inspire people who want to use their bodies in a positive way. I cast a group of amazing people who take their physicality seriously and have their own sense of style, in order to push people to be healthy and understand that, through any genre of sport, they can be the best versions of themselves.”
The cast of performers include: Saskia Horton, a classical violinist who also does krumping, Fencer Miles Chamley-Watson, Jay Kirton, a karate world champion and Paleta CalmQuality, who dances and is also a yoga enthusiast.
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