Redo Your Shoe launched their first shoe collection and wanted to send a strong message: We make loud and trendy designs for cool girls!

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The campaign is a story about young, rebel girls with tons of confidence and more is more. I did a lot of research on old hip hop fashion and was fascinated by the mix of cool attitude, irony and fun - such as their poses and ironically enlarged necklaces and boomboxes. To create a sincere vibe, I went to second hand stores to buy old sweatshirts, mesh tops and big puffer jackets in leather. The second hand clothes was mixed with shiny leggings, heavy jewellery and boy friend caps. The turquoise and pink background colour underlined the enormous girl power of the models. It was a fun shoot with courageous models, great energy and loud hip hop from the 10’es. 

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Fun fact: All the shoes were sample size, so the models could not fit them.

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Photography: Peer Klercke