SZA LEADS VANS FALL 2025 CAMPAIGN AS ARTISTIC DIRECTOR

Vans has officially named SZA as its first-ever Artistic Director in a forward-looking, multi-year partnership that spotlights creativity, community, and self-expression. Known for her genre-blurring music and fearless personal style, SZA now gets to shape the visual and design narrative of the iconic skatewear brand she’s long embraced.

In her announcement, SZA shared a personal connection to Vans, recalling, “I’ve been wearing Knu Skools and other styles for years, they’ve always had an ethos I connect with.” She emphasized that her role will emphasize joy, humanity, culture, and fashion as intersectional pursuits: “Bravery and curiosity are the cures for uncertainty,” she adds, noting how Vans “champions that spirit.”

Her debut campaign, shot by Sophie Jones and styled by Alejandra Hernandez, features the reimagined Knu Skool silhouette in classic Black/White. This Knu Skool, originally introduced in the late ’90s as a bold rework of the Old Skool, is defined by signature details like a puffed-up tongue, 3D sidestripe, and oversized laces.

SZA’s elevation from Vans fan to creative leader mirrors her previous fashion roles, like her eye-catching collaboration with Crocs, yet this tenure cements her formal influence over brand campaigns and product design. She promises fresh, accessible designs that reflect Vans’ spirit, not designer elitism: “I’m not trying to make Vans into Bottega Veneta,” she emphasized.