Local footwork

25 : 01 : 2016 Eytys : New Bricolage Living : Fashion

Johannesburg – Shoe brand Eytys is celebrating local fashion designers in its spring/summer 2016 campaign.

  • Eytys wants to change the troubled way that cities such as Johannesburg and their inhabitants are often portrayed
  • Its lookbook, by photographer and film-maker Kristin-Lee Moolman, highlights the city's thriving youth culture
Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg
Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg
Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg
Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg Eytys spring/summer 2016 campaign by Krisitin-Lee Moolman, Johannesburg

The brand’s co-founder and creative director Max Schiller has previously shot campaigns in less obvious locations, such as Ukraine and Israel, in order to reach out to off-the-radar tribes, and produce fresh, unexpected imagery.

Moolman, whose colourful portfolio is a showcase for South African youth subculture, teamed up with stylist Gabrielle Kannemyer to produce a shoot dedicated to local heroes, with a sense of attitude as well as playfulness. Working together, they cast local musicians, artists and student designers, such as Lindiwe Dim, Hakim Melema and Didi and Dodo.

The shoes – which include canvas plimsolls and nubuck high-top trainers – take a back seat in a visual essay that documents the sunny streets of Johannesburg and its creative scene. Schiller was so happy with the results he plans to publish them in a book called Delicious in spring 2016.

The Big Picture

We are moving on a journey towards a globalised world. This means there is still huge potential for brands that engage with youth subculture around the world. Read our New Bricolage Living macrotrend to find out why. 

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