THE ROSE FROM CONCRETE
COMBINING TWO DEFINING VALUES OF THE NORTH FACE IN ONE LOOK; THIS PROJECTS EMBRACES CONTRASTS AND BRINGS THEM TOGETHER.
Inspired by hip-hop legend Tupac Shakur, Poetry added another layer of meaning to the collection. lines from his poem The Rose That Grew From Concrete were integrated into the garments, enhancing their narrative depth. Tupac’s reflections on resilience and the power of nature aligned perfectly with the concept, bridging his cultural influence with the themes of environmental appreciation.
this project, in collaboration with The North Face, focusSES on designing a new collection and division line for the brand. In this project and in my work in general, contrast plays a key role. I am fascinated by exploring ways to combine elements that seem fundamentally unconnected. This collection bridges the raw edge and hectic energy of street culture, city life, and hip-hop with the peace and serenity that nature offers. THE NORTH FACE PLAYS A BIG ROLE IN BOTH, AND THIS CONTRAST FORMS the foundation of the storylines communicated in the project, encouraging consumers to reflect on their own relationship with our planet.
To complete the concept for this look, the collection features classic streetwear staples such as a puffer jacket, cargo pants, and a signature logo bag. These are paired with softer, natural elements like floral colors, prints, and hand embroidery, to create a blend of contrasts.
shoot credits
photography: DIDE VERKERK
Muah: SERUA VON EUGEN
model: WESSEL VAN DER WAAL
The shoot and accompanying mood video act as visual extensions of the concept, highlighting the juxtaposition between nature and the city, plants and concrete, masculine and feminine energy. These opposing forces are allowed to coexist harmoniously, captured in a single moment in time.
Tupac's poem serves as the soundtrack, adding depth and resonance to the narrative.