Grammy-winning singer-songwriter SZA has been tapped as Vans’ first Artistic Director, marking a bold step for the skate-inspired brand as it continues to expand its cultural influence beyond the board. The multi-year partnership will see the SOS hitmaker spearheading campaigns, creative direction, and new product concepts, starting with a fresh take on Vans’ classic Knu Skool silhouette.
SZA’s appointment reflects Vans’ goal to blend music, fashion, and personal storytelling, with the artist describing the brand as embodying “curiosity and courage,” values she hopes to amplify through her work. “In Vans, I feel free,” she said in a statement, promising designs that celebrate community, joy, and individuality while remaining true to the label’s accessible and functional roots.
Her debut campaign, photographed by Sophie Jones and styled by Alejandra Hernandez, reimagines the Knu Skool sneaker in a nostalgic Black and White colorway. Featuring a padded tongue, oversized laces, and a 3D sidestripe, the design nods to Vans’ heritage while carrying SZA’s distinctive creative stamp. The visuals, shot in the rugged beauty of the Scottish Highlands, mix a dreamlike tone with grounded authenticity, a reflection of SZA’s artistry and her desire to make fashion storytelling intimate yet aspirational. While she admits she’s a newcomer to sneaker design, she’s clear about her mission: to break down elitism in fashion and create inclusive, attainable pieces that connect with a broad audience.
SZA’s influence extends far beyond her chart-topping music. Known for her eclectic, risk-taking style, she has previously collaborated with brands like Crocs and appeared in high-fashion campaigns, building a reputation as a trendsetter unafraid to experiment. For Vans, her vision represents an evolution, one that taps into a generation hungry for brands that embrace authenticity, creativity, and cultural crossover.
By bringing her multifaceted perspective to the role, SZA isn’t just designing sneakers; she’s helping shape Vans into a platform for self-expression that bridges the worlds of streetwear, art, and music. Her tenure begins with the Knu Skool relaunch, but the partnership promises more experimental designs and campaigns that reflect her commitment to making style both personal and inclusive.