ASOS launch their latest collaboration for Autumn/Winter 12, a full capsule of 60 fashion focused sportswear pieces designed in conjunction with the iconic label Puma, coming to life through a series of portraits and a short film with street artists.
Working with photographer Jamie Morgan, a lookbook has been shot featuring young artists. Following on from this idea, a campaign film (due to launch at the end of September) looks at the Sao Paulo emerging art scene and the crews of Pixadores. Made up of gangs of around 5 or 6 young guys, the Pixadores tackle the city to paint their slogans across as many buildings as they can, scaling rooftops, riding trains and working together to get the best spots.
The film is the second to be shot by director Ben Newman who made an impact at ASOS with his previous Urban Tour campaign film focusing on a group of rollerbladers skating through Paris. Moving on from a more purely visual focused short, the forthcoming stylised documentary gets to the heart of the Pixadores culture, unearthing the community and the creativity at the heart of the gangs. Using their art form, Pixacao, as a way of escaping from the favelas, albeit temporarily, the documentary offers its audience a rare glimpse into a hidden world.
The ASOS Black x PUMA collection takes technical elements and combines them with classic shapes, whether thats t-shirts or suiting, and adds an element of utility and robustness. The pieces individually echo the essence of the creatives the portraits and film focus on, combining thought out aesthetics with functionality.