Lourdes Leon is the face of the new Adidas by Stella McCartney campaign. Madonna’s daughter, now 23, was also chosen to coordinate the choreography and the creative direction.
Activist and feminist Leon shows the new Workout Wardrobe and the Winter Capsule Collection in a dynamic and impactful set.
For the shooting, Leon collaborated with Anna Pollack, creative director of Brooklyn, with artist Uzumaki Cepeda, dancer Lynnette Paz, drummer Anysia Kym Batts and with the performing artists Oumou Traore and Henry Chesley.
The choice of Lourdes Leon is more than right, as the young model shares the environmentalist ideas of the English designer, who has always fought for environmental causes and for more responsibility from the fashion industry.
“My generation is sensitive to the needs of each other and the planet, and the state of the world affects us” stated Leon. “I have known Stella my whole life, and trust her sustainable vision for this versatile new performance collection with Adidas. It’s great because, for the campaign, Anna and I had the freedom to create something that reflects that authenticity, working with a collective of friends who support us and share our values – dancing and moving in harmony in the wild wetlands just outside of New York City.”
The Workout Wardrobe collection was launched on August 20 and was designed for three different training intensities. The Winter capsule collection features some outfits suitable for the winter season, thanks to the weather-resistant materials. The collection will be available starting September 17.
Cover credits: Wokii.com