PUMA X ADER ERROR // COLLABORATION // 7 C's

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For my FCP summative project in which I had to chose a brand to base my ideas around, I chose Korean brand Ader Error because of my immediate interest in their visionary perspective and futuristic style. Ader Error isn't just a designer fashion brand - they aim to be a lot more than this; techy, lifestyle, art. They prefer to be referred to as an artist collective, a team working together to change the landscape of modern art and fashion. Their unisex philosophy and consistent, modern theme drew me in. For me, this attitude from a fashion brand is so important in such a saturated and competitive industry. The brand stood out to me for this reason combined with their pleasing and unusual aesthetic.

During my research I discovered Ader Error's collaboration with Puma in 2018. The collaboration aims to 'redefine the meaning of youth culture' and takes a unique combination of retro and future influences, what the creators of the collection call a 'futro' flair', creating a new take on streetwear fashion and youth culture. I found myself intrigued and attracted to the collaborations feel, especially the visuals. Although I am a fan of the products, the way the collaboration was visually marketed intrigued me more. Creative imagery displaying the products presents a juxtaposition between futurism and nostalgia through the use of art direction, creating something of strong contrast and individuality. 

An example of one of my favourite images is the one below...



Cleverly, the use of the retro, 80's computer, antique style vases and old-fashioned wallpaper contrasts with the futuristic model of shoe, RS-100, from the collection, enhancing the futuristic style of the shoe as it is placed in a juxtaposing setting. The cat in the image is rather out of place at first, however the more I looked at the image, I realised that the cat is perhaps the type that you'd find in the home of an old-lady; a cat that your grandma would have. This transformed my view of the image as it instantly reminded me of my grandma's house, whilst also still giving off a totally futuristic vibe because the shoe stands out so predominantly. A simplistic, but effective example of art direction with minimal effort and a clever use of props to create a feeling or mood. With Puma's remaster of the running system (RS) style, they took three influences; gaming, photography and music. The classic and old-fashioned but on-trend running shoe has been reformed into a shoe of the future. I'd say a good word to describe this collaboration is 'reinvention', and a key insight gathered from this collaboration concept is that the new generations admire the past as much as they do the future.



"TAKING SOMETHING FROM THE PAST, EVOLVING IT, AND REINVENTING IT FOR TODAY." - Puma's creative director of sportstyle.

The collaboration not only focuses on footwear but also a capsule collection of clothing that is a fusion of the past and distinctly futuristic features, too. Below are some more images from the Ader Error x Puma launch that I admire and may use as inspiration for art direction in my own work.














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