Known for its quirky graphics and sporty aesthetic, Japanese high-end fashion brand #OnitsukaTiger is a cult favourite. For its Autumn-Winter 2020 collection, the brand roped in renowned artist, American singer-songwriter Willow Smith as its global brand ambassador.
Watch Willow Smith in Onitsuka Tiger’s AW’20 collection campaign here:
The AW’20 campaign showcases high-end fashion looks and focuses the spotlight on the brand’s capability to seamlessly marry fashion with its heritage. It released campaign images through 2020 with Smith as the face of the brand.
On the fashion forefront, from its popular sneakers to a wide array of athletic wear, Onitsuka Tiger is now combining this heritage with innovation to offer new textile creations. The campaign amalgamates pop art, fashion and sportswear to create a fusion that is exuded through the collection worn by Smith. Colourful patchwork and distinct materials combine together in a totally different brand universe of
Onitsuka Tiger, that is visualised by her. One look and you’ll know that it’s unique, it’s peppy and it’s fresh.
In a collaboration with NYC based multi-disciplinary artist Brian Kenny, the style of these statement trainers are fabricated to feel a bit ‘inside-out’. Vibrant patchwork and deconstruction collide with fashion, heritage and technology in the D-TRAINER BORO kicks.
With a reworked silhouette to showcase its bold design and monochromatic iridescent hues, the P-TRAINER PRZM trainers have an irresistible glossy shine. The sneakers have striking holographic effects and a simplified upper sole finish.
While the collection’s ready-to-wear pieces and footwear is heavy on fashion and trends, it harmonises with the brand’s contemporary aesthetic. Expect your all-time favourite chunky dad sneakers undergoing a colourful makeover, high-top kicks, graphic tees, puffer jackets, high-utility sweatsuits and much more.
“Willow Smith is a woman blessed with universal humanism and excellent creativity, going beyond the limits of generation Z or millennials,” said a representative of the brand. Celebrating Japanese craftsmanship while focusing on sophisticated design and luxury details has been on the forefront for Onitsuka Tiger. As much as we love its signature stripes, it’s Smith’s reimagination of the brand that we’re loving next.
Shop the latest collection on www.onitsukatiger.com or follow Onitsuka Tiger on Instagram and Facebook.
Photographs: Onitsuka Tiger
