When you plan to throw a massive event at the heart of Berlin Fashion Week called AWAKEN GREATNESS, you have to deliver. When we began collaborating with Jordan Brand and Zalando on just that, we knew that more than just presenting a line of clothing, we had to drop a concept collection that would not only make people stop in their tracks, but truly encapsulate our collective, shared ethos: always looking for the next big thing. Never settling for what the status quo says is enough. Having your finger on the pulse. And much like the artists and athletes we call admire, creating something legendary out of the ether.
If you were at AWAKEN GREATNESS, then you know that at 8:30PM on the dot, we unveiled our core concept collection in a high-end fashion show that featured models standing on plinths, bathed in swathes of Jordan Brand’s signature Infrared lighting. Amid voiceovers from the designers explaining their creative process, the models struck poses and showcased the pieces, which ranged from woven latex to upcycled jerseys to bespoke jewelry. It was eclectic, fashion-forward, and exactly where we see streetwear going in the future—bold ideas executed in new and exciting ways.
To create the AWAKEN GREATNESS concept collection, we tapped four visionary designers from all across Europe who embody our theme of unbridled creative potential. They each created pieces stamped with their own personal style, but steeped in the legacy of innovative sportswear that Jordan Brand is known for.
London-based designer James Harjette created an all-white bomber and trouser set inspired by the Jumpman logo—an ensemble that Mariah the Scientist herself wore onstage at the event (James recently created stage looks for Drake, so he knows a thing or two about dressing a pop star). The Jumpman is subtle, radiating at the center of the piece’s wave-like design.
French designer Lou de Bètoly upcycled vintage Jordan Brand jerseys into an elegant two-piece. Form-fitting and ruched, Lou was able to reinvent an iconic and utilitarian piece of clothing into something feminine and unique. Mariah also donned her creation, flipping from streetwear to runway in the flip of a hemline.
Berlin’s own Kasia Kucharska created a hanging garter belt using her signature woven latex and lace technique. It’s futuristic, high-concept, and looks like something a WNBA player would wear in the year 2099.
Finally, fine jeweler SIADDS Atelier designed custom rings, earrings, and necklaces, taking inspiration from Michael Jordan’s championship rings and Jordan Brand’s athletic heritage. The pieces also incorporate the Jumpman in novel ways, while maintaining a super sleek and minimal look and feel.
You could feel the buzz in the crowd as the collection was revealed at the event—as people flooded into the antichamber, phone cameras flashing, the energy was palpable. Intertwined with the concept collection was a selection of Jordan Brand product that will soon be shoppable on Zalando, so guests could also see the direct inspiration to the high-fashion pieces and get hyped about putting together their own looks.
Four designers pushed themselves past their creative limits to put together a collection that not only spoke to their own individual strengths, but alchemized to more than the sum of their parts. They were the core of AWAKEN GREATNESS, and between all of them, made an imaginative, indelible mark on Berlin Fashion Week.
Visit the Jordan Brand AWAKEN GREATNESS Product Page at Zalando for a deeper look at the full collection.
