pharrell williams adidas originals
Photograph by Collier Schorr/Adidas Originals

Pharrell Williams’ New Adidas Originals Campaign Celebrates Representation and Women’s Rights

The campaign is called "Now Is Her Time".

Pharrell Williams has just unveiled his new campaign for his latest adidas Originals capsule, called “Now Is Her Time”, and it’s a scroll-stopper.

The headline image of the campaign features Pharrell surrounded by a tribe of incredibly diverse women and men clad in his latest designs for the brand. Far more than just one image, the entire campaign explores the theme of female empowerment, specifically in regards to representation and women’s rights. The extended tagline for the campaign reads, “Now is her time to be powerful. Now is her time to run the world. Now is her time to teach us all. Now is her time to equalize the playing field. Now is her time to stand up for her right to choose. Now is her time.”

The campaign stars Patrisse Cullors, the co-founder of Black Lives Matter, Nadya Okamoto, the founder of period.org, singer-songwriter Syd, filmmaker and human rights activist Sunny, surfer Keale Naihe, writer, director and broadcaster Reggie Yates, models Isabela Rangel Grutman, Sara Cummings and Kadija Diawara, architectural technologist Iddris Sandy and dancers Sheena Cain and Sophia Parker. The images were shot by acclaimed photographer Collier Schorr whose work “explores the themes of gender, sexuality and identity,” according to the brand.

The unisex collection features clothing and footwear, designed to fit your individual taste. Described by the brand as “a democratic offering”, the collection also includes new colourways in some of its most iconic styles including the Solar HU, NMD and BYW. Plus, some of the footwear styles in the collection are emblazoned with the words gratitude and empathy.

pharrell williams adidas originals
Photograph by Collier Schorr/Adidas Originals

This is the second campaign with a focus on inclusivity and female empowerment that’s crossed our desksĀ in less than a week, with Sephora Canada releasing part two of its ‘We Belong To Something Beautiful’, just a few days ago.

The full ‘Now Is Her Time’ capsule by Pharrell Williams for adidas Originals will launch in-store and online from August 31.

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