To introduce new colorway of the Fly Generation line, Reebok teamed up with photographer Nan Goldin and Vice Uk.
The idea was to find stylish girls from 11 different countries including Germany, France, Egypt, Turkey, Russia, and Poland to be the face of Reebok Fly Generation.
"Nan Goldin’s photographs are as touching and present today as they were thirty years ago. Their fascination does not necessarily stem from their subject matter—oscillating between glamour and the gutter, with moments of euphoria and happiness—but from their radical intimacy. Goldin approaches only those who are close to her with her camera, thus sensitively capturing identity, sexuality, desire, violence, sickness and mourning. She does not just empathize with the hardships and pleasures of her friends and family, but is herself therein an essential part. Her immediate photographs are considered as an authentical image of her living invironment. At the same time Goldin is still breaching taboos with her highly politically diary."
This collaboration was a real challenge for the artist. It is always hard for such an iconic character that never did "commercial" photography before, to work on that type of project.
The result is not dissapointing at all. Goldin manages to keep her signature style while promoting the new line. More photos after the jump.
