SEASON OF HER – KICKZ x JORDAN

kickz-st

7 years ago

Last October, model and fashion consultant Aleali May joined forces with Jordan Brand and set off a complete avalanche in the sneaker world. We had the honor to meet her at the Jordan Brand Media Summit in Los Angeles last Thursday, on February 25th, and were thrilled to talk to her. Surrounded by Js since her childhood, Aleali grew up in Los Angeles with her cousins and brothers rocking only the finest Jordans while she wore the boys’ sneakers in GS sizes. Now, a reversed psychology takes place. Own colors, own silhouettes, own styles – men are getting jealous of Women’s sneakers in 2018.

The iconic Air Jordan 1, her favorite pair of Jordan kicks, was remodeled in a very feminine approach. Extravagant materials such as satin and corduroy adorned the classic ‘Shadow’ colorway of the AJ1 and instantly made it a highly coveted sneaker: the WMNS Air Jordan 1 x Aleali May. This beauty was solely designed for fashion-conscious sneakergirls, but left an entire sneaker scene longing for it. Full-grown men were camping outside for the chance to cop this limited pair – fortunately, Jordan rewarded both women AND men with a full size run. This Women’s AJ1 made it on many ‘Top Sneakers of 2017’ lists, but for us sneakergirls, these shoes were not only “heat on feet”, but the beginning of a whole new movement. We finally made it – getting recognition in a male-dominated sneaker scene and being spoiled with a whole collection for Her. Sorry boys, this year is for the ladies!

JORDAN x WOMEN

Releasing the Air Jordan 1 x Aleali May ‘Shadow Satin’ last fall, Jordan Brand kicked off their new chapter: JORDAN x WOMEN. Now, in 2018, sneakerqueens are presented with the Season of Her. None other than MJ’s daughter, Jasmine M. Jordan, worked with the Jordan design teams on this project and set the tone for an improved situation for female sneaker fans. Bringing about a new way of looking at women’s products, one of the most iconic silhouette of her father’s legacy, the Air Jordan 1, was revamped with the ‘Season of Her’ pack. Even if some might argue that Jordan Brand made use of the “shrink it and pink it” philosophy, I can guarantee you, the collection is so much more. Yes, all eight colorways of the Air Jordan 1 ‘Season of Her’ are pastel and bright colors. Yes, the materials are soft and ladylike – but isn’t that the whole point? Better late than never, we do not have to squeeze in the GS sizes anymore and buy sneakers that were solely designed for men. As Aleali pointed it out, now you can do both, you can mix street with high-end, you can mix Jordans with Chanel. A dream come true for every little girl growing up in a male-focused sneaker world.

“Women have always been part of the brand”, says Andrea Perez, General Manager of Jordan Women, at the Jordan Brand Summit in Los Angeles. “Right now, it is time to show some love back.” Talking to hundreds of women who adore the brand, Perez was asked several times when Jordan would launch something special solely for Her. “What does SHE want?” was the main question the Jordan design team asked itself. Thus, they put entire design lines in front of different ladies and received various feedback. “Wearing a pair of Js, you look awesome and feel great – that’s a distinctive Jordan feeling. This same principle should work for women as well as for men. It’s undeniable for Her.” Thank you for having us, Andrea Perez.

Q&A with Andrea Perez at the Jordan Brand Media Summit, L.A.

AIR JORDAN 1 ‘SEASON OF HER’

On January 25th, the Air Jordan 1 ‘Season of Her’ pack dropped in eight different colorways. The colorful lineup of premium Js, exclusively made for women, creates a powerful statement – watch out, boys, we are on the fast track now. Fit for the street yet fashion forward, the AJ1 features luxurious satin fabrics with premium suede touches. Fancy, fancy, dear Jordan Brand! Most striking is obviously the unique color schemes – for every type of girl, Jordan draw upon the color palette and fabricated eight dazzling colors. An embroidered Swoosh and the Jumpman logo on the tongue round off the monochrome sneaker, while satin lacing and a pinned Wings logo are the devoted nod to the feminine aesthetic of the shoe. Tone on tone, the kicks are simple and clean yet extravagant at the same time.

KICKZ FOR HER

Fashion and street alike, this Jordan can be rocked in completely different ways. The whole campaign targets bold and exciting women, who consider themselves sneakerheads, but have never lost their female touch on their outfits. Extraordinary prints & vibrant colors on dresses as well as on baggy trousers – the Air Jordan 1 fits every style. Thus, we teamed up with our favorite female influencers to kick off a whole campaign – by her, for her. Different countries, different girls, different lifestyles, different senses of fashion, yet one similarity: the love for beautiful sneakers. Meet the ladies:

SANNE (@girlonkicks)

Girl on kicks – ‘Nuff said. Sanne from Amsterdam is not only one of the coolest girls in the sneaker scene, but a true online creative. Awesome fotoshootings, only the most beautiful kicks and a true love for basketball – she rocks!

1) Last year, the Air Jordan 1 ‚Satin Shadows’ in collaboration with model and influencer Aleali May kicked off an entirely new wave of female-focused products, now we have an entire Season of Her in 2018. What does it mean for female sneakerheads, did they finally make it into the male-dominated sneaker scene?

Sanne: I love the fact that brands are more and more focusing on us girls which collect and love sneakers. I think/hope this means that the collabs & special releases will also come in smaller sizes from now on. Cause up until now the Jordan drops were either men’s or GS and the quality of the GS sizing is not as good as the quality of the men’s sizing.

2) The Air Jordan 1 is a true icon, initially released as a basketball performance shoe back in 1985. Where do you rank the Air Jordan 1 in the world of sneakers?

Sanne: My love for sneakers started with the Air Max 1, quickly followed by the Jordan 1. I fell out of love with Air Max 1’s for some time but I’ve never fallen out of love with Jordan 1’s. It’s a classic staple piece that will never go out of fashion.

3) Pastel colors, luxurious materials, female details – how do you combine this Air Jordan 1 model for a fresh streetwear look?

Sanne: I think combining pastel colored sneakers is almost as easy as combining a pair of white kicks. In that sense you can wear them with pretty much everything. Since lila/purple is going to be a trend color for this spring I love to wear it with different shades of purple (like I did in these photos) & I’m all about mixing streetwear/menswear with womenswear so that’s how you will see me wear them.

4) What do you wish for in the upcoming drops of the Jordan x Women collections?

Sanne: The things I’ve seen so far look very promising, so I’m hoping for more of that! And more pretty collabs between amazing women & Jordan (Maybe a Girl on Kicks x Jordan one day, haha!)

MELISA (@mlsacbc)

Her Instagram bio says: “Life is short. Buy the shoes.“ No more words needed. Melisa combines fashion and streetwear like no other. Always an eye candy seeing her mix high fashion with cool kicks.

1) Last year, the Air Jordan 1 ‚Satin Shadows’ in collaboration with model and influencer Aleali May kicked off an entirely new wave of female-focused products, now we have an entire Season of Her in 2018. What does it mean for female sneakerheads, did they finally make it into the male-dominated sneaker scene?

Melisa: First of all I think that the ‘Season of her’ collection is an overall match! That was the filling piece in the female sneaker world and Aleali May crafted it perfectly. Girls that are not that much of a sneaker head will also love those AJ1s, as you can wear them casual or combined with a cute summer-dress. Slowly but surely we find our place in the men-dominated sneakerscene.

2) The Air Jordan 1 is a true icon, initially released as a basketball performance shoe back in 1985. Where do you rank the Air Jordan 1 in the world of sneakers?

Melisa: I’m a huge fan of the 80s and 90s in a style- and sneaker-wise way, but the Jordan 1 was not one of my go-to-sneakers.. until now! The 1s are on the right path to make it into my Top 5!

3) Pastel colors, luxurious materials, female details – how do you combine this Air Jordan 1 model for a fresh streetwear look?

Melisa: I’m more a feminine but all casual type of person when it comes to my style. That’s my AJ1 setting: summer evening, an oversized T-Shirt Dress in pastel colors, a light Trench coat, a fresh Birkin Bag in beige and, of course, the

4) What do you wish for in the upcoming drops of the Jordan x Women collections?

Melisa: I definitely want more men sneakers in in women’s size. The 4s and 12s are my favorites and I would love to see them in sweet pastel or beige colors, or in fresh black/white combinations with golden and girly details. That would be a dream come true and a perfect add on for my sneaker collection!