Forever Youth: ADER ERROR X PUMA
Based in Seoul, Ader Error is more than a designer brand; they are an artist collective, working together to change the landscape of modern art and fashion. The second season of PUMA x ADER ERROR seeks to redefine the meaning of youth culture. With a unique fusion of future and retro influences, the collection is a fresh take on contemporary streetwear and youth culture. Bold colors, hidden details, and handwritten and misplaced logos create a sense of individuality and deliberate mistakes.
ABOUT THE PRODUCTION
Water has both aesthetic and active elements. Synchronised swimming is a performance art and sport that translates the emotion of the Ader Error and PUMA collaboration. The creative concept, Forever Youth, uses the combination of water, sports and subjects that range from young to old, to characterize the creative to project youth and youth culture.
Shot in a public swimming pool in central London.
Still Photography and Director: Juliette Cassidy, Video: Matthew Smith, Producer: Sally Ghaly, Art Direction: Kevin Lee, Styling: Peghah Maleknejad, Hair: Teiji Utsumi, Makeup: Pablo Rodriguez , Local Production House: The Production Factory