CONVERSE CELEBRATES WOMEN WHO SPARK PROGRESS
WITH NEW CAMPAIGN DEDICATED TO LONDON’S CREATIVE COMMUNITY
In its new anthem film “Spark Progress” Converse celebrates London’s creative community, a generation of empowered youth who are driving their own futures. As the kick off of the brand’s SP19 campaign, the film stands as a larger statement of Converse’s commitment to London youth and aim to co-create with and help them achieve.
The film, which documents the creative process of five women inclusive of their ambitions, trials, tensions and successes across their respective journeys, features Ama Lou, singer, songwriter & film-maker from North London; Paria Farzaneh, London based Iranian menswear designer; Lava La Rue, singer, skater & artist from West London; RAYE, singer & songwriter from South London; and Feng Chen Wang, Chinese-born, London-based menswear designer.
Known for setting their own agendas to achieve success in each of their creative fields, the stories of these women – who each represent the spirit of the Converse brand and are ongoing creative partners – are intended to inspire other young talented and inspirational individuals to continue to push progress forward.
Co-created with the women and shot across London, from Ladbroke Grove bedrooms and Hackney studios to Peckham rooftops and the iconic Printworks venue, the film blends footage from the subjects’ everyday lives with ethereal spaces representing the pivotal moment before they share their creations with the world. It is this approach that offers a raw glimpse into the highs and lows of being a young creative in the city, and the ability to break through.
Their journey is exemplified by the film’s mantra, while others are busy deciding our future, we’re busy making our own.
“Converse have always been a reflection of youth voices and connected to cultural movements in cities like London. From talking to young London it was clear that Converse didn’t have to inspire youth – the city and their restless spirit is alive and thriving. But they worry about the infrastructure and support needed to see their potential visions realised – and that’s where we can provide support. Spark Progress, is a tribute to them. It’s also a statement of Converse’s commitment to London, as we aim to consistently be a badge of honor for those who truly create, experiment and do things their own way.” – Adrian Fenech, VP of Marketing Western Europe
Posted by The New Collections
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