Converse has long been a brand that’s a champion of emerging and established talent across the creative industries; a recent example is its partnership with London-based designers Paria Farzaneh and Feng Chen Wang. Now, to further cement its drive to support creative communities, the heritage footwear brand has unveiled a new campaign with a specific focus on women in London. Titled “Spark Progress,” the campaign features Paria and Feng alongside rising UK artists Raye, Lava La Rue and Ama Lou and shares an intimate and inspiring look into their lives and careers.
Shot across the city, from West London bedrooms to East London studios and Peckham rooftops, the video stays true to Converse’s commitment to authenticity, offering a raw insight into the advantages and pitfalls of being a young creative in the city. This is more than just a simple campaign video however, its an initiative with a statement of real intent to foster, support and inspire artistic endeavours in London and beyond.
Embarking on a non-traditional career path is challenging at the best of times, and like most industries, it can be even more difficult to navigate as a woman. “I’ve had a lot of things that have meant I’ve had to work 5 times harder, ” skater, rapper and designer Lava La Rue shares. “But I constantly make sure that it isn’t something that defines or hinders my progress but rather something that is part of my identity and I’m going to ride with it and make it something that’s going to give me a one.”
It can be harder still, when people try to box female talent into one cookie-cutter mold. “It’s frustrating when they’re all ushering us to be the same sound the same look the same,” musician Raye muses. “I love supporting women, supporting girls, and supporting just other women to embrace who they are and to work hard.” Additionally, Converse has debuted a London-focused page on its official website to share stories of its collaborations with London’s youth as well as continuing to support creative projects throughout the next year.
Take an exclusive look at the “Spark Progress” video above and in related news, check out the new Converse Incubate x Undercover Chuck 70s.