ASICS NOVALIS Launches New Campaign with a Different Kind of Cast
by Adriano Batista
ASICS NOVALIS has released its latest seasonal campaign, the fifth chapter from ASICS SportStyle and Kiko Kostadinov Studio. This one foregrounds process over polish, turning the lens toward craft, labour, and the people who wear the clothes.
Jason Evans and photographer Brendan Barry shot the series at Barry’s studio inside Positive Light Projects, a community arts space he co-founded in Exeter. Barry was once mentored by Evans, and their partnership has grown around a shared interest in community work and improvisation. For this campaign, Evans took the conceptual lead while Barry managed the technical process. Some images took an entire day to produce, made as large black-and-white paper negatives or unique colour chromogenic positive-reversal prints. The methods are Barry’s own, built to embrace the imperfections of analogue techniques. Scenes from the studio and darkroom appear in the campaign, with the process itself becoming part of the visual story.
The people in the portraits are not models. A care worker, a tree surgeon, a korfball player, and an urban planner brought their own energy and the physical presence that comes from doing real work. The collection is cut with unisex-friendly structures that adapt to different bodies, letting the wearer define the silhouette. The portraits respond directly to that presence.
Check it out below:
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