Lack of Guidance x Nike ‘Zero Guidance’ Editorial

Football and art-influenced Dutch streetwear label Lack of Guidance dropped me an email today with these images of a new project they’ve been working on in collaboration with Nike.


Celebrating the Netherlands’ hosting of the twelfth UEFA European Women’s Championship, the photo series shot by Lois Cohen, entitled ‘Zero Guidance’, features 11 women who embody a spirit of following your own path, creating your own rules and compromising nothing.

The shoot takes places at the Amsterdam Olympic Stadium, which was the venue where women were first allowed to compete in the Olympics at the 1928 Summer Games, so there’s a really solid concept running through the whole shoot. And as a nice finishing touch, the lion in the crest of the Royal Dutch Football Associaton (KNVB) has been transformed into a lioness. And you know how much I love clever little logo flips.


Purely conceptual, with product strictly not for sale, this is basically a great, sincere celebration of women and sport by an independent label that lives the culture. This honestly dropped in my inbox out of nowhere and I was really taken back by the images, so had to share them with you. Scroll down for the whole shoot and I hope you enjoy. Thanks to Lack of Guidance for sharing.

carista_2 carista_1 LACK OF GUIDANCE X NIKE 6-fixed hadjar_1 milou_1 olivia milou_4 coco

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