Well here’s a reason to buy clothes to work out in (even if they’re worn when you’re watching Great British Bake Off repeats): FKA Twigs is Nike Women’s new creative director.
The musician and artist has collaborated with the brand for their Zonal Tights collection, which includes a series of images called, “Do You Believe In More?” According to Vogue, she’s also compiled a portfolio of work highlighting sport and movement as channels of self-expression.
But wait! There’s more (obviously).
The shoot took place in Mexico City and was styled in London by Matthew Josephs. It was also shot by 17-year-old photographer David Uzochukwo, and includes a group of young people who Twigs have been influenced by. (Like violinists and karate champions.)
“Through dance, I’ve met young people who work really hard and have dedicated their lives to being active,” FKA Twigs said. “To me, they represent modern movement, which I define as exploring any genre of sport without boundaries.”
“When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves,” she continued. “I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It’s about how you train. It’s about how those things help your movement. I wanted everyone involved to be young, talented, and inspired, and that’s the kind of cast we managed to have in the campaign.”
You can watch the video here, and bask in the glory of knowing the music featured was composed by Twigs prior to joining forces with Nike.
“I realized it would be perfect because the lyrics say, ‘Put your trust in me,'” she said. “In a way, we’re asking people to look at me and the other amazing athletes in the video and trust the way we are. We’ve worked hard to perfect our crafts and create our own destinies, and we’re feeling good in our bodies.”
“It’s exciting to have created something that’s genuinely by and about young people who work hard, who are sensitive, who embrace both their strength and their vulnerabilities, and who, together, feel that they can be successful.”