Following the announcement of Reebok linking up with Pyer Moss and its founder Kerby Jean-Raymond in November, the already-buzzy collaboration finally made its debut at New York Fashion Week on Saturday night with a memorable, moving runway show.
A choir took the stage to perform music curated by Raphael Saadiq, including tracks by Kendrick Lamar, Gil Scott-Heron, Boris Gardiner, Lalah Hathaway, Bruce Springsteen and Saadiq's own "Skyy (Can You Feel Me?)." It was the perfect musical backdrop for Jean-Raymond's Fall 2018 collection titled "American, Also," inspired by 19th-century Black cowboys and featuring his first foray into women's wear.
"The collection is the beginning of our journey in telling the story of underrepresented groups of Americans. We're starting the conversation and this new direction for the brand by first speaking about the original American cowboy," said Jean-Raymond in an official statement provided by Reebok. "The phrase cowboy, which was meant to be demeaning and derogatory is being re-seen as regal and spiritual. Our hope is to continue to challenge traditional narratives of minority groups in this country and tell uplifting stories within our work, which encourage inclusion."
Chicago rapper Vic Mensa opened Reebok's portion of the show, comprised of unisex heritage-style apparel, accessories and footwear. Models showcased faux fur coats adorned with the Reebok Classic logo, bomber jackets, jumpsuits, sweatshirts, sweaters, oversized blanket scarves and large travel bags; joggers and wide-brim hats were adorned with the phrase "AS USA AS U," which complemented Jean-Raymond's advocative theme.
Reebok also tasked Jean-Raymond with creating new renditions of its '90s running sneaker, the DMX Run 10. The DMX Fusion Pyer Moss features an on-trend chunky sole, perforated Ultraknit details and interlocking laces that could rival any shoe-of-the-moment by Nike or Adidas. A second footwear style, the Daytona DMX Experiment, also debuted on the runway.
As more athletic brands continue teaming with designers to revamp signature styles for the athleisure-leaning consumer, Reebok is making big (smart) moves with another collaboration in the works with Victoria Beckham. And judging from Pyer Moss' debut, we anticipate Jean-Raymond's original, authentic take on the global athletic brand to be a successful (and, hopefully, a very long) partnership.
See the Pyer Moss collaboration with Reebok in the gallery below. The collection will officially launch at select high-end retailers and Reebok.com in the fall.
Plus, see the Pyer Moss Fall 2018 collection in the gallery below.