"Something's Off" With Mowalola and Jordan Brand
Announcing a collaboration that takes us into a surreal world.
Something’s off at Jordan Brand, and that’s exactly the point. For its collaboration with Mowalola, the sportswear giant is stepping into a surreal world where basketball, fashion and club culture collide, and nothing quite behaves as expected.
Titled “Something’s Off,” the campaign takes place inside an abandoned hotel, where familiar objects, gestures and rituals begin to shift out of place. Directed through the lens of renowned photographer and filmmaker Norbert Schoerner, the story brings together cultural icon Alek Wek and emerging names including Chxrry, Tezzus and Pz’, reflecting the creative communities and individualism that have shaped Mowalola’s work.
The collection applies that same disruptive energy to Jordan’s most recognizable codes. Anchored by a reimagined Air Jordan 14 mule, the lineup combines basketball-inspired footwear and clothing with oversized leather, faux fur, translucent tartan and fitted performance pieces. “I didn’t want to just design a shoe. I wanted to create a world,” Mowalola shared, and the collaboration certainly delivers on that front.
The world of “Something’s Off” will also come to life in London, with a temporary retail and exhibition space opening on Oxford Street. Featuring immersive visuals from the campaign, the space promises to feel less like a store and more like stepping inside Mowalola’s imagination.
The collection drops on September 19 via the Mowalola website.
