New Wave Magazine

May 2026

In the MMK x New Wave - Adidas Original Special, photographer Francesco Zinno masterfully explores the intersection of stillness and kinetic energy within the realm of sportswear. This fashion editorial campaign strips away the noise of high-concept sets, favoring a minimalist aesthetic that places the iconic three-stripe branding at the center of the frame. Through the use of natural light and clean studio environments, the project emphasizes the architecture of the garments, from quilted outerwear to oversized hooded tracksuits. A recurring visual thread—the sharp contrast between static subjects and blurred, moving figures—infuses the series with a sense of urgent, modern lifestyle energy. Model Kofi Barber anchors the imagery, bringing a direct and commanding presence to these portraits, which range from casual streetwear interpretations to avant-garde styling featuring metallic netting. By blending traditional portrait techniques with live-action slow motion effects, the production leans into a contemporary editorial vernacular that feels both nostalgic and distinctly current. The deliberate layering of movement against rigid, clean-lined compositions creates a rhythmic tension that elevates the commercial elements of the Adidas catalog into something truly evocative. This series successfully bridges the gap between functional athletics and high-end fashion, proving that simplicity, when executed with precision and a keen eye for motion, remains the most powerful tool in the creative director’s arsenal.

Editorial, Lifestyle

Natural light

Sportswear, Fashion