“Style is freedom of expression”: Self-discovery is at the heart of Vans’ latest campaign

“I don’t really think it’s what you do, it’s how you do it.”

It’s easy to forget everything you wear on your body is a choice. It might not always feel like it when you wear the same well-loved hoodie three days in a row or unconsciously reach for a stock standard white T-shirt. As it’s been said, we all participate in the fashion economy, whether we realise it or not. 

The power of fashion is unprecedented. There are not many other decisions we’re faced with every day that allow us to project ourselves onto the outside world. Your graphic tee might tell passersby about the TV show you’re currently binging and your well-worn sneakers could be a sign you’re not afraid to get in among the action.

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It’s why Vans’ latest campaign is one that embraces self-expression to the fullest extent. The beloved skatewear brand recently partnered with local game changers and global tastemakers ranging from musicians and artists to action sports athletes to showcase the unlimited iterations of individualism.

Here in Australia, Vans’ collective of musical collaborators is leading the charge. Dom Dolla, Daine, and Cat and Calmell are some of the musicians championing Vans’ mission. “We love incorporating fashion in our music and making it part of the storytelling. I think it just adds an extra element of fun and gives us a way to express ourselves,” Catherine Stratton, from Cat and Calmell, says.

On a global scale, skateboarders Beatrice Domond, Felipe Nunes and Cocona Hiraka came together with fashion entrepreneurs Irene Kim and Arthur Bray, musician Little Simz and poet Salome Agbaroji for This is Off The Wall.

“We’re excited to unveil the first global campaign under our new brand foundation that empowers everyone to use creativity to discover themselves, creating a world where anyone can be their unique self,” says Vans Vice President of Global Brand Management, Carly Gomez. 

“Consumers’ idea of creative expression [have] shifted away from ‘this thing that you do for external validation’ toward a journey of self-discovery. We are speaking to our new muse, the creative voyager, with the idea that life is an ongoing work of art because ultimately, the most ‘Off The Wall’ thing you can do is be yourself as you move through the world.”

Simbiatu Ajikawo, whose stage name is Little Simz, echoes this sentiment entirely. “Style to me is… your source, your taste, your identity… It’s very reflective of my character and what I’m into. To be honest, I don’t really think it’s what you do, it’s how you do it,” she says. 

There’s a big shift happening at the 57-year-old household name. It’s trickling in from all directions – from Vans’ eager consumer base to its network of creative collaborators to those in its headquarters. “This campaign is a bold swing at stopping people in their tracks, forcing reconsideration, and injecting a renewed energy for our brand,” says Vans Vice President of Global Creative, Rob Teague.

“It connects the dots between what our brand values, and the iconic products we make that have represented that ethos for decades. It’s something larger and more holistic than we’ve done as a brand in the past.”

To coincide with this new campaign, Vans has unveiled a reimagining of its classic Old Skool sneaker. Vans Knu Skool pays homage to its ’90s-inspired skatewear legacy while nodding to the changing present and incoming future. 

It’s nostalgia, upgraded. The label has taken its most-beloved shoe and ramped up its best features. Knu Skool has an exaggerated, chunky look, one that directly borrows from the look of classic skate shoes. 

With heel pulls, suede uppers, a puffed-up tongue and diamond-bevelled side detailing, Vans Knu Skool isn’t afraid of getting up in your face. That’s how it should be – as Vans Skate team rider Beatrice says, “I mean, that’s just the beauty of life; you can’t be anybody else but yourself.”

See Vans Knu Skool for yourself here.