Pharrell has launched his new collection for adidas Originals with a campaign starring members of the Native American MHA Nation in North Dakota. Called Hu, the collection looks to celebrate the cultural diversity of humanity.
“Hu is short for human — human being, human race, humankind,” Pharrell says. “But ‘hue’ itself is also a reference to color. As human beings, we all have a color. We all look different, we all speak different languages, but we’re all connected.”
In the colorful campaign film, members of MHA Nation speak about our joint responsibility to the earth, and the continued use of their own language and ceremonies; it also features footage from the Santee Lucky Mound Powwow. Members of the MHA Nation model the Hu collection in the campaign images, mixing their beautiful traditional garments and jewelry with the sportswear, which includes national flags from around the world, and text in English, French, and Japanese.
“I am so thankful to the people of MHA Nation who shared their journey and experiences with me,” Pharrell comments. “I want to use my platform for people to tell their stories and help empower people no matter where they’re from. By understanding humanity’s past, we will build a bridge to its future.”
Credits
Text Charlotte Gush