Sport has never been exclusively a mere question of performance or victories, but has always carried with it a multitude of values and meanings. These certainly include self-expression and the style with which one approaches sports and other activities.
The latest collaboration between Nike and Jacquemus follows this belief, and the result is a women-focused collection that aims to celebrate the multidimensionality of contemporary female athletes, as well as redefine summe “ready-to-wear”.
The Nike x Jacquemus collection brings sports into everyday life, highlighting Nike’s future vision of “50 for her” in the Beaverton-based brand’s 50th anniversary year.
“For this collaboration with Nike, I wanted to create a collection that reinterpreted women’s sportswear in a minimalist way. I have always been inspired by vintage ACG garments and NIKE campaigns from the 1990s. With this imagery in mind, we designed women’s sportswear with sensual details and neutral colors, along with my personal interpretation of the Humara, my favorite Nike shoe. It was important that the collection be accessible to all bodies, and that it be a natural blend of Jacquemus style and Nike performance”, said Simon Porte Jacquemus, Creative Director and founder of the eponymous brand.
Thanks to the important heritage that Nike carries with it, Jacquemus has imagined a world in which simple outdoor activity is combined with sports in a new, integrated, and more structured aesthetic. A true invitation to bring sports through the front door into everyday life in such a way that it becomes an integral part of everyday life.
“The collaboration with Nike was a 50/50 partnership in which each partner comes together to advance the other in ways that would not have been possible on their own. With Jacquemus, we drew on vintage ACG inspiration, the weave of Nike DRI-Fit fabric, and footwear like the Humara to create a nexus of sport and style that could only be realized through the shared lens of Nike x Jacquemus. Collaborating with partners like Jacquemus allows us to expand the culture of sport and redefine it for the next generation”, said Jarrett Reynolds, vice president of Nike Catalyst Apparel Design.
The collaboration was launched with a stunning campaign shot by Zoë Ghertner, a Los Angeles-based but New York-based photographer known for her natural style and strong ability to portray women in a direct, no-nonsense way. Starring in Ghertner’s shots is British singer Jorja Smith.
The Nike x Jacquemus collection is available exclusively on jacquemus.com until July 7 when it will then also be available for purchase on nike.com, SNKRS App and at select retailers.
