This March, Pedro collaborates with LASALLE College of the Arts’ Diploma in Creative Direction for Fashion students with a creative project on its new EOS signature sneaker
It is now almost a cliché with those working in the fashion industry that their first experience of fashion was through photography encountered in fashion magazines. But it was these experiences through creative content making that has long been the essentiality for starting a fashion education — inviting viewpoints, opinions and a sense of direction to a creative’s taste.
Diploma in Creative Direction for Fashion is a course offered at LASALLE College of the Arts, having been introduced not too long ago as a response to the sudden increase in demand for the skill in Singapore’s growing and competitive fashion industry. This year, the students were given a collaborative opportunity of a lifetime, with a collaboration with major footwear maker Pedro, to work on a special creative content for its signature sneaker, the EOS.
In its revived approach for modernity, Pedro, in its press note, states that it is “now focusing on being the voice for the new generation.” This partnership between Pedro and LASALLE College of the Arts is an initiative to support and nurture the next generation of fashion creatives in Singapore. 12 groups from the diploma course participated in the competition, but one stood out as a winner — the team consisting of Joseph Poh Shou Heng, Zuaipy Fariqa Santiago, Wang Shi Wen and Wang Lei.
Of the 12 submitted proposals, Pedro believed they succeeded in meeting the project’s brief and presented a body of work that told a captivating story that best describes the brand’s DNA. The winning team received SGD 1,000 as a prize and worked closely with Pedro’s creative team to actualise their proposed concept into advertising visuals and assets. The final product is a polished, captivating urban take on the EOS sneaker, finished with a video shot by Pretty Much Films. View the BTS here.
The fashion industry in Singapore has undergone a massive transformation since the launch of design schools in Singapore. Today, local brands have evolved from the past-time, nuanced take on Singaporean design, with powerhouses such as Charles & Keith and Pedro dominating not only the local market but with Asia and beyond. With over 109 global stores today, Pedro’s efforts to share their resources with young creatives is a welcoming effort by a major brand, as the design scene adapts to navigate beyond just novel industry practices, and establishes itself as an energising hub in the heart of Asia.
The Pedro EOS signature sneaker is now available on the brand’s online store. Alternatively, discover the rest of the collaboration here.
Once you’re done with this story about Pedro and its collaboration with LASALLE College of the Arts with its new EOS signature sneaker, click here to catch up with our March 2022 cover stars, BTS.
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