Vans Names SZA as Its First Ever Artistic Director

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.