Twenty-year old South African artist, stylist, and fashion blogger Tony Gum is master of cultural fusion. You might remember her series “Black Coca-Cola,” which mixed black and African fashion from the 60’s and 70’s with modern influences, for a delightful pop-infused series of images featuring the iconic beverage brand.
This time around, Gum looks to the Middle East, and tackles another iconic brand, that is definitely having a fashion moment — Adidas. The resulting set of images, photographed by Philia, and created in collaboration with Superbalist, prove once again that streetwear is the perfect medium for cultural exchange.
“Lately, I’ve been highly enchanted by the Middle East culture, religion, fashion and so forth. And when I saw the Adidas Originals range, only one thought (that had been dwelling on mind for a few months now) sprung to mind: M.I.A’s Bad Girls Video. Strange? It’s been weighing on me like a heavy, newborn baby burden blessing but the range was clearly a beautiful backhand hit from Serena Williams,” Gum says of her inspiration for the Adidas Originals series.
Credits: Art Direction and Styling: Tony Gum / Photography: Philia / Models: Diana Musoni and Tony Gum