This season, Alexander Wang subverts fashion's most popular approach to reuse brand archives with the progressive ideas of recycling. Rather than transforming discarded materials of no value into products of higher quality, Wang interrupts a traditional practice by using objects of iconic and material value: the collection itself.
The Season 4 campaign furthers this method by de-contextualizing the collection - challenging the concepts of value and time. The concept comes to life in a narrative set in a white studio space, where talent playfully acts out scenes from a camping excursion. The imagery playfully shows talent interacting with camping-themed objects that, like the collection itself, are created from past adidas Originals by Alexander Wang collections.