AS LAUNCHES go, shoe brand Keds’ is one of the more fun ones.
Guests comprising media and Malaysian celebrities found their inner artists to paint their own designs on the pair gifted to them at the Keds Ladies First Spring/Summer ’16 campaign launch.
The occasion is to commemorate the American brand’s introduction of women’s sneakers a century ago.
Keds’ Spring collection includes glitter and shimmer.
Upon first creation, it was touted as the shoes to make you feel like “every day is a Saturday” and christened the Champion.
With its round-toed tip, these rubber-soled canvas kicks quickly became a classic.
This present-day campaign revisits the initiative of gathering creative female entrepreneurs from a variety of fields, known as the Keds Collective.
And it has collaboration with famous names such as Taylor Swift, whose style is embodied in the exclusive line she has partnered with Keds.
Other equally well-known Keds-wearing Hollywood celebrities are Alyssa Milano, Bella Swan and Kristen Stewart.
The beginnings of my ‘scribblings’.
While some at the paint-a-sneaker session were like the naturally talented T-Swift and did not have to reach deep for the artistry to stamp their individuality on the sporty shoes, others – such as me – took a bit of time to find inspiration for the pattern.
When I was finally sketching out the motifs on the wearable canvas, I felt a little like the late French fashion designer Christian Audigier.
We had Kligraphy instructors Inez Sue Tan and Jil Sta Ana to guide us through the calligraphy work, where we practised to write with some semblance of proficiency before we attempted to scribble all over our shoe canvas!
Aside from the media, the hosts also invited singer Talitha Tan, Malaysian gymnast Nur Eli Ellina Azmi, local model Melissa Th’ng and TV hosts Reem Shahwa, Nadia Nash and Megan Tan.
In between light conversation with good company elevated by good coffee at a café in Empire Damansara, Petaling Jaya, some 20 people were fairly focused on their emerging works of art over the course of about an hour.
Canvas for you to indulge your artistic inclination.
There was plenty of ideas all around us at the venue as the season’s collection was artfully displayed, filled with Spring in bloom and the fun mood of Summer.
Guests also got a close-up view of the Taylor Swift for Keds Champion line, which of course included her pet subject – cats!
Needless to say, everyone has their favourite Champion, be it plain white, with tiny motifs on them or a pair stamped with Miss Swift’s handiwork.
Keds shoes artfully displayed at the Keds Ladies FIrst Campaign launch.
Keds in Malaysia is available at selected Royal Sporting House and Studio R stores nationwide. It can also be found at Stadium stores in Mid Valley Megamall, Suria KLCC, Pavilion Kuala Lumpur and Komtar JBCC.