SZA Takes Creative Helm at Vans, Launches Dreamy ’90s-Inspired Knu Skool Campaign

In a career shift, SZA now leads Vans’ creative direction as Artistic Director, launching a new campaign highlighting her go-to sneakers and aesthetic approach.

The “Kill Bill” singer has signed a multi-year deal, taking charge of the brand’s imagery, product design, and campaign concepts.

Photographer Sophie Jones and stylist Alejandra Hernandez teamed up to capture the debut project, which spotlights the Knu Skool—a chunky silhouette inspired by the ’90s that SZA has favored for some time.

“In Vans, I feel free!” she said. “I’ve been wearing Knu Skools and other styles for years; they’ve always had an ethos I connect with. As Artistic Director, my mission is to show that joy, community, creativity, and fashion are all still intersectional. That humanity, culture, and connection are still the access points. I’ve learned that bravery and curiosity are the cures for uncertainty; it’s a lifestyle and Vans champions that spirit. They stand where I stand, and I’m honored to invite a whole bunch of people to stand Off the Wall with us.”

In her new position, SZA will play an active role in shaping future product releases and promotional efforts for the company.

With this appointment, she is laying out the vision she wants the brand to reflect and inviting fans to be part of this movement.

This appointment marks the first time Vans has given an artist such comprehensive control over its product lineup and visual identity.