adidas Originals’ Latest Series Spotlights a New Generation of Creative South African Talent
Throughout its history, adidas Originals has used the timelessness of its classic silhouettes as a gateway to exploring new talent, projects and ideas surfacing in the creative world. In its most recent “Home of Classics” campaign, the sportswear brand continues its discovery – returning to South Africa to reveal more stories of trailblazing creatives.Having previously spotlighted the likes of South African actor Ama Qamata and artist Dee Koala, adidas Originals aims to bridge the gap between cross-continental communities through its globe-trotting features. Side-by-side, they show that regardless of their creative mediums, each talent remains similar in their thirst for changing the game in their field. It’s this shared passion that makes them icons of the “Home of Classics” family. For the first episode of the latest series, the brand meets Johannesburg-based Lebohang Serame. As the founder and fashion designer behind the cutting-edge Happyville brand, Serame is known in the region for crafting minimalist outerwear that carefully blends traditional forms with bold color palettes and sleek materials. Along with his curation of vintage pieces for the showroom archive Twofold, the avid fashion enthusiast proves that being in-the-know on the classics that came before him feeds into the success of his own work currently. In a poetic reflection of his journey with fashion Serame says, “Happyville is a voyage of endless possibilities. It is possible to change lives through fashion and that’s been my long life dream.” Following the designer to his workshop, the visuals show the everyday intensity and commitment required to pursue his mission. “Every generation needs an icon,” he concludes. Watch the full campaign video starring Lebohang Serame in the gallery above. To shop the “Home of Classics” collection, head to adidas’ website now or at select retail stores nationwide. Follow the conversation on Instagram using the hashtag #HomeofClassics. Read more at Hypebeast
Throughout its history, adidas Originals has used the timelessness of its classic silhouettes as a gateway to exploring new talent, projects and ideas surfacing in the creative world. In its most recent “Home of Classics” campaign, the sportswear brand continues its discovery – returning to South Africa to reveal more stories of trailblazing creatives.
Having previously spotlighted the likes of South African actor Ama Qamata and artist Dee Koala, adidas Originals aims to bridge the gap between cross-continental communities through its globe-trotting features. Side-by-side, they show that regardless of their creative mediums, each talent remains similar in their thirst for changing the game in their field. It’s this shared passion that makes them icons of the “Home of Classics” family.
For the first episode of the latest series, the brand meets Johannesburg-based Lebohang Serame. As the founder and fashion designer behind the cutting-edge Happyville brand, Serame is known in the region for crafting minimalist outerwear that carefully blends traditional forms with bold color palettes and sleek materials. Along with his curation of vintage pieces for the showroom archive Twofold, the avid fashion enthusiast proves that being in-the-know on the classics that came before him feeds into the success of his own work currently.
In a poetic reflection of his journey with fashion Serame says, “Happyville is a voyage of endless possibilities. It is possible to change lives through fashion and that’s been my long life dream.” Following the designer to his workshop, the visuals show the everyday intensity and commitment required to pursue his mission. “Every generation needs an icon,” he concludes.
Watch the full campaign video starring Lebohang Serame in the gallery above.
To shop the “Home of Classics” collection, head to adidas’ website now or at select retail stores nationwide. Follow the conversation on Instagram using the hashtag #HomeofClassics.
