MOWALOLA's Debut Jordan Collab Is Supposed to Feel Strange (EXCLUSIVE)
Even MOWALOLA knows its debut Jordan brand collaboration isn't normal, even calling the campaign "Something's Off."
Famed photographer and filmmaker Norbert Schoerner came out of retirement to shoot the visuals. Set at an abandoned hotel, it's like American Horror Story if MOWALOLA and Jordan were running the costume department.
Pictured alongside red-eyed models is MOWALOLA's first-ever Jordan sneaker, an Air Jordan 14 mule with "aged" leather uppers. The collection also includes a non-backless, laced-up Jordan 14 sneaker and apparel. Think oversized leather bomber jackets, co-branded micro patent shorts, and tartan tracksuits.
The partnership's press release tosses around words like "individuality" and "reinvention," which feels fitting, given not only the campaign but the wacky Jordan 14 at the heart of it all. It's unusual stuff coming from the Jordan Brand, but quite normal for MOWALOLA. And it somehow works, and looks good.
The brand, founded by Mowalola Ogunlesi, often flips classic symbols like the New York Yankees and Umbro logos into fresh luxury-street pieces. Now, it's taking the Jordan 14 out of its element and into its surreal world (which it'll bring to life through a retail pop-up at 95 Oxford Street in London, BTW).
Following a preview this summer, MOWALOLA's Jordan collab will finally release on September 19 through MOWALOLA's website. The global launch is scheduled for September 26.
"Individuality is at the heart of this project. I wanted to create a world where being completely yourself is the thing that makes you powerful," said Ogunlesi. "I don't need everyone to understand it. I want them to feel something."
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