The Proper Sneaker, 2014. Film directed by Loren Denis.
01 / 2014
A simple beginning.
The Proper Sneaker appeared in 2014 as Camille Tanoh’s expression of the everyday white sneaker. Its starting point was a familiar shape, reduced to an essential silhouette. The ambition was lasting relevance: an object that could become part of a personal uniform.
The first film made that idea its subject. Directed by Loren Denis, with art direction and narration by Camille Tanoh, it considered what allows a sneaker to become a classic. A distinct campaign followed in 2017; a factory film in 2019 brought the making of the object into view.
A low profile. A continuous side panel. Laces, a rounded toe and a sole that follows the outline of the foot. The sneaker’s character comes from the relationship between these familiar elements.
Seen in white in the early films and in black in the 2023 image shown here, the same visual idea moves between different wardrobes. The details remain quiet; the person wearing it gives it context.
The sneaker, part by part.
Soles, seams and heel details.
A view of construction.
03 / Worn
A shoe, lived in.
An editorial, an informal moment, a photograph taken outside the studio. The Proper Sneaker takes on another life through the clothes and people around it.
Vogue editorial — The Proper Sneaker 001.Photography: Anne Menke / Serlin Associates. Model: Julia Bergshoeff / Ulla Models.
Kendall Jenner wearing The Proper Label.
Kendall Jenner wearing The Proper Label.Second photograph: KKW watermark as supplied.
The Proper Sneaker® — Worn in the city by Kendall Jenner
The Proper Sneaker® — Editorial, New York
The Proper Sneaker® on Seth Meyers
The Proper Sneaker® — Worn by Trevor Noah
The Proper Label — a campaign in the street.
04 / Films
The object in motion.
Four films: the idea, the campaign, the making and a closer look at the details.
2014 / 01:21
The Proper Sneaker — 2014
The original film, directed by Loren Denis. Art direction and narration by Camille Tanoh. Written by Camille Tanoh and Anthony Vibert. Music: Education, AVIA.
A distinct campaign directed by Jonathan Lawton. Art direction: Camille Tanoh. Production: The Proper Sneaker c/o Sonia Tanoh. Music: Pierre Aviat. Styling: Isaac Martial.
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