Belfast Telegraph

Pharrell Williams channels equality in Pink Beach campaign

Pharrell Williams wanted to go "human" with his Pink Beach campaign for Adidas Originals.

Pharrell Williams has never seen anything more beautiful than the way his Adidas Originals collection stands out on the campaign models.

The musician, producer and designer has just wrapped his second collaboration with the sportswear label, titled Pink Beach, with pieces such as a colourful embroidered bomber jacket and brightly patterned shorts. For the advertisements Pharrell made a conscious decision to choose models of colour, and he's blown away by the end results.

"It was very important to me. If you look at the logo I have with Adidas, the logo is two yellow lines," he explained to "It’s for equality and those yellow lines are like street lines because we have a long way to go. So for me, I just want to continue to do things like this because it’s what is right. And the crazy thing is, it’s probably one of the most beautiful things I’ve ever seen. The way that the clothes are on them. The way that they look in that world, it just communicates something so beautiful and so human. That’s our main, number one focus is just to 'go human'. They are a beautiful people and I think they shined more than anything."

The 43-year-old star believes the models represent the message of equality which he wanted to get across, and the work doesn't stop there. He realises not everyone will follow suit when it comes to hiring people from different backgrounds to appear in campaigns, but he's keen to keep raising the "frequency" and fighting for fairness in fashion.

Pharrell is one of many big names to have teamed up with Adidas over the years, with fellow music star Kanye West another one. The rapper's reasoning was that the brand gave him more freedom than its competitor Nike, which Pharrell backs up.

"We’ve had a really wonderful relationship," he smiled. "We push each other. We learn from each other. And we benefit from the service to push and advance the culture forward in whatever ways we can."

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