A few weeks back, Converse South Africa kicked off the local campaign, Love Fearlessly, accompanied by the launch of a new Chuck Taylor All Star collection. The collection was inspired by the notion of celebrating your individuality while also encouraging self-love. The socially-driven campaign is meant to inspire to love themselves first and share the message with others.
The Love Fearlessly campaign follows on from Converse’s previous Love The Progress collection, introduced in early 2019. The latest campaign extends the ideas of empowering women around the world, defining who they are in their own words. The campaign featured the classic Chuck Taylor All Star and Chuck 70 canvas, which includes bold messages of love on the silhouette. Each of the sneakers from the collection features a unique mix of graphic prints on the upper and midsole, including written messages and signature detailing. The collection features elements such as mended and patched eyelets, to give the silhouettes and imperfect design as part of the theme.
Although the sneakers from the collection are each unique in their own way, there is a centralised message across. The message is simple: “if we can learn to love ourselves first– not despite of, but in celebration of one’s individuality – we can then love fearlessly.”
The Converse Love Fearlessly is available from Converse stores and various retailers across the country. The Chuck Taylor All Stars and Chuck 70 sneakers will retail between a price range of R849.95 to R1599.95.
Converse South Africa partnered with Archive for launches in Cape Town and Johannesburg. Below are some of the highlights for the Johannesburg launch at the Archive store in Braamfontein.