Under Creativity: ADER ERROR X PUMA
The last PUMA x ADER ERROR collection plays with imperfections to create something unexpected and beautiful. Titled Under Creativity, the collection represents one combined voice of different subcultures. It features progressive silhouettes accented with bright pops of color, caution sign tags, visible stitching, and deconstructed elements. The result is an under-construction look that blurs the line between past and future.
ABOUT THE PRODUCTION
The creative concept, Under Creativity, was set in multiple locations all around the streets, buildings and rooftops of Kiev. The vast and diverse cast of characters included a graffiti artist, parkour jumpers, drummers, DJ, dancers, rapper, heavy metal singer, and orchestra conductor. The cast was used to communicate the concept of freedom that is under creativity. Culture as a whole is only completed by the diversity of the individuals within it. Cultures gather, cultures communicate, and finally those cultures are what create mainstream culture.
Shot in Kiev, Ukraine.
Still Photography + Director: Alcibiade Cohen, DOP: David Foulkes, Producer: Sally Ghaly, Styling: Anastasiia Gutnik, Hair: Alina, Makeup: Yulia Zalesskaya