Vans is a skateboarding shoe company, known for original action sports footwear, apparel and accessories. The brand announced a multi-year partnership with the Grammy winning singer SZA, naming her as its first-ever artistic director. She’ll be responsible for reimagining campaigns and co-creating exclusive product collections.

SZA expressed gratitude and, in a press release, said “In Vans I feel free, I’ve been wearing Knu Skools and other styles for years, they’ve always had an ethos I connect with”. She went on to say “As Artistic Director, my mission is to show that joy, community, creativity, and fashion are all still intersectional. That humanity, culture, and connection are still the access points. They stand where I stand, and I’m honored to invite a whole bunch of people to stand off the wall with us”.

The first artistic director for Vans

Vans and SZA came together in a campaign to showcase the original brand anthem. In the collaboration, she wears one of her favorite Vans footwear styles, the Knu Skool in Black and White. Originally released in 1997, SZA’s updated version comes with a 3D side stripe, subtle design updates for comfort and style.

The brand film campaign was shot in the Scottish Highlands, blending nature’s beauty with human expression. The choice of location reflects SZA’s artistry, the imagery wasn’t the typical sneaker ad, it was more like a cinematic experience, bringing the brand’s identity into a clearer picture.

Updated version of Knu Skool

Vans chose SZA for this role at a time when the brand is working to stand out again in the busy sneaker market. As Artistic Director, she’ll  help shape how Vans connects with people around the world. They can expect campaigns and creative ideas that feels new and counters the usual sneaker ads.

For SZA, the role offers a platform to merge both her music and fashion on a global scale, expanding her influence beyond music.

Final Thoughts

SZA showcasing the Knu Skool in Black and White

This partnership is beneficial to both SZA and Vans. Together, they have the potential to set better style trends at the same time creating new market strategies for the brand.

In the busy streets of London, one woman quietly stands out. At a bus stop, she smiles warmly as the city moves around her. This is Bemi Justina Orojuogun, better known as the “London Bus Auntie.” What started as a simple daily routine has grown into a social media sensation and led to opportunities with well-known fashion brands.

Bemi’s story began far from the streets of London. She was born in Ilaje, Ondo State, Nigeria, and moved to the UK more than 33 years ago. Life in London was steady but private until a personal loss changed her perspective. After her husband passed away, she promised herself she would keep finding joy in life. That promise gave her the idea to record short videos of herself at bus stops, moments of simple happiness she wanted to share with others.

The idea was simple. She stood in her everyday clothes, sometimes adjusting her headscarf or coat, smiling as the buses passed. Her videos quickly drew attention. One clip alone got over 40 million views, and Bemi had built a small community of people checking in just to see if she’d “catch the bus” that day.

Her growth didn’t happen overnight. She posted day after day, rain or shine. People started sharing her videos, making their own versions, and even timing the buses to match her clips. What began as a quiet personal habit became something others wanted to be part of.

Brands soon noticed her appeal. In late 2024, French fashion label Jacquemus reached out. Their campaign fit naturally with her style: no scripts, no fancy outfits, just her, the bus, and a simple sense of style. The campaign drew attention and helped her grow even more online.

Earlier this year, British fashion house Burberry featured her in their “Back to the City” campaign. Bemi appeared alongside other rising models in iconic London spots with double-decker buses in the background. The collaboration showed that she could work with major brands while staying true to herself.

Today, Bemi is still just who she’s always been. While most online buzzes fade quickly, Bemi has built her success by showing up consistently, keeping things simple, and turning ordinary moments into something memorable. And it all started with one woman, a smile and determination