German photographer Juergen Teller has photographed a major new campaign for Adidas Originals, against “the gritty backdrop” of Berlin. In contrast to a conventional fashion shoot, the settings are highly unglamorous and distinctly normal, decorated with urban detritus such as hoardings, road blocks, pipes and an old sofa on the street.
The brand’s latest EQT clothing and footwear range is modelled by Lili Sumner, Valerie Mevegue and Ayaana Aschkar Stevens, among others.
Behind the raw and honest photos is a focus on the collection’s functional approach, says the brand, stripping it back to the essentials to show “authenticity” and “integrity”. For this, they chose to work with what Adidas refers to as “one of the world’s most fearless photographers”.
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