Mountain dance: Nike’s latest collection presented in Nowness video

13.11.2014 The Athena Woman : Body Temples : Nike
Nike Women x Pedro Lourenço

Morocco – Nike has collaborated with young Brazilian designer Pedro Lourenço on an eight-piece capsule collection that blends functionality and femininity, all on show in a Nowness video shot in the Atlas Mountains.

In the film, directed by Abteen Bagheri, contemporary dancer Hajiba Fahmy dances through the barren landscape, gliding and contorting her body to an electronic soundtrack to show off the different pieces from the range. The collection – comprising two pairs of shoes and three outfits – is in a soft palette of grey, blush pink and black, intended as an answer to the ‘emerging desire for luxury in sport performance gear’, according to Nike. Small details, the play on proportions and the ability to layer the clothing all highlight the line’s workout-to-streetwear multi-functionality.

In our Athena Woman macrotrend, we examine the increasing change in language in advertising around women – showing that strength and femininity are not opposing ideas. For more, read our Tribes report.

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