Dutch fashion brand, Lack of Guidance, team up with Nike with this bespoke photography editorial for the 2017 Women’s European Championships.
The Amsterdam-based brand has always made loud–and sometimes bold–statements with each line that they drop. The passionate folks at Lack of Guidance have turned their attention to the European Championships to shine a light of the female perspective of the game. This stunning photography piece, in collaboration with Nike, is both beautifully composed and an empowering gesture in honoring the Netherlands Women’s National Team.
“Despite the fact that women get a lot less appreciation than men in football, they never stop fighting for their dream to get to the top. Inspired by this train of thought, we created an exclusive collection called ‘Zero Guidance’. Zero Guidance stands for winner mentality, not taking any directions and defining your own set of rules. For the editorial, we selected 11 women that possess this state of mind. By participating, they are showing full support to the women of the Dutch national football team.”
“The Amsterdam Olympic Stadium is a place that carries a lot of history in women’s sports. The 1928 Summer Olympics that were held in this stadium was the first time women were allowed to compete in the Olympics. After finding a relevant shooting location, we commissioned a photographer that was well suited for the job. Lois Cohen always knows how to portray women in the right way. The female is an ongoing theme in her work.”
While this drop is sure to create a lot of demand, the collection of one-off pieces are not available for purchase. Be sure to check out Lack of Guidance for more drops coming soon.