Vans has decided to make Little Simz, a key player in the new hip-hop scene, the face of its new Knu Stack silhouette. The artist has collaborated with Vans in a very special action: taking us to New York to see all the brand’s activations and enjoy one of its exclusive concerts.
This season, Vans unveiled the latest version of its Knu Skool silhouette, the Knu Stack, which offers an innovative, elevated look inspired by a cool kids’ favourite model straight from the brand’s archives. To celebrate in style, Vans set out to create an impactful moment in New York City to bring the new model to life. So they designed a giant 3D billboard featuring rapper Little Simz. One of the most important and promising figures in contemporary hip-hop.
The H. team couldn’t miss all the activations that the brand devised to celebrate the launch of the Knu Stack silhouette, and together with Vans we travelled to New York to live an experience where fashion and music were the protagonists. In addition to the 3D billboard in the heart of NYC, specifically in Times Square, Vans also activated different billboards throughout the city and the busiest underground stops, as well as a mural of one of the campaign images and a private concert by Little Simz curated by House of Vans.
After landing in New York, we moved to Williamsburg in Brooklyn, the capital’s trendy neighbourhood, where we had our hotel: Moxy Hotels. There they were waiting for us with a couple of Knu Stacks to start the experience in the best way. The first thing we did was to visit this area of New York that stands out above all for its art galleries, markets, vintage shops, restaurants and bars that you can’t miss, such as Sunday In, which became our best ally to enjoy a good brunch in the purest New York style.
Of course, during this experience we visited each of the installations that Vans had left around New York City to celebrate their new Knu Stack silhouette, as well as the mural painted in Brooklyn, leaving the 3D billboard in Times Square for last. The capital’s nerve centre filled with lights and huge billboards now also included a giant 3D version of artist Little Simz winking and appearing among the iconic Vans frames, while the Knu Stack kept standing out in the foreground.
The most surprising part of the trip was the performance of Vans’ campaign image Little Simz. The brand organised an exclusive evening for 250 people in the Baby’s All Right auditorium where we enjoyed the DJ Set by King Marie and the performance of the London singer who performed her best-known tracks such as Venom, Woman and Point and Kill. The artist has left an indelible mark on the music scene since her debut due to her experimental nature and her ability to fuse grime with reggae, blues, synth-rock and jazzy R&B.
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