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palladium ss18 campaign Jazzelle Zanaughtti Octavian
Palladium SS18 campaignPhotography Vivek Vadoliya

The new shoe campaign tapping talents from London, New York & Hong Kong

Footwear brand Palladium enlisted the likes of model Jazzelle Zanaughtti and rapper Octavian for its SS18 collection

Shoe brand Palladium first started out as an aircraft tire manufacturer, but in 1947, it opened a footwear factory off the back of its engineering expertise. Since then, its durable shoes have been worn by the likes of everyone from the French military to 20th-century explorers, and 90s ravers. So, basically everyone then. 

For its SS18 collection, it chose to rework time-honoured designs – such as its iconic deep tread, hybrid trainer-style Pampa boot, tennis plimsolls and classic runners – with utilitarian mixed-media construction techniques and innovative fabrics. 

Fronting the label’s SS18 campaign and short film – both shot by Vivek Vadoliya – are gender-defying model Jazzelle Zanaughtti, rapper Octavian and Yeti Out collective founder Arthur Bray, all of whom are known for their boundary-pushing work and personal style. The newly released campaign images see the talent sporting the shoes amid the sprawling, built-up landscape of their respective home cities – New York, London and Hong Kong – so as to emphasise the boundless nature of the possibilities of each.

The accompanying film, in keeping with Palladium’s mission to inspire discovery and stretch the limits of conformity, urges others to #daretheunknown, and shows each face of the campaign detailing how they live life with such an unapologetic attitude. Helping others to realise their same potential, each of the talents took to their respective cities, armed with dares for unsuspecting citizens. Out in New York, Zanaughtti finds some passersby willing to shave their head as a way of exceeding your own expectations, while others have the challenge of kissing a stranger, and even getting a tattoo. In line with the entire campaign’s message, the videos show that whoever you are, you too can dare the unknown. 

Watch the campaign film below and watch the rest of the #daretheunknown videos here