For its new collection, New Era has infused a burst of creativity into the autumn season with a campaign in collaboration with some of the most intriguing artists and creators of the moment in Europe.
The FW23 campaign is titled MAKE IT YOURS, and in it, New Era has aimed to capture and express life and lifestyle in the most significant cities and suburbs of various European cities, from Hamburg to Manchester, through Paris and Milan. Set in the hometown of each creative, it tells the story of the community revolving around sports, fashion, music, and street art.
It begins with Virginia Ben from Manchester, already globally recognized for his abstract artworks that have taken over various spaces in the English city: stores, walls, urban furnishings.
In Hamburg, New Era meets the Bando Banys, a German rap collective, while in the outskirts of Madrid, Omaigold, a Spanish rap artist who blends old-school American hip-hop with Spanish, Castilian, English, French, and Arabic lyrics. Then there’s Weel Lee, an illustrator from Gallarate, a suburb of Milan, whose style is inspired by cartoons.
New Era FW23 presents T-shirts that reference the world of baseball, classic Varsity jackets, as well as Hoody sweatshirts and joggers, all characterized by quality fabrics, essential silhouettes, and meticulous details.
Since the 1920s, New Era has managed to stay at the forefront in various levels of culture, from the baseball field to high fashion, from music festivals to the White Cube, collaborating with brands like Supreme, Helmut Lang, Takashi Murakami, Tyler, the Creator, and Highsnobiety.