The Pre-AW18 Campaign

Release your inhibition. This is Pre-AW18 in motion.

For the pre-AW18 campaign, the NEOUS creative directors were inspired by the female body and its raw kinetic energy. 

 The shoes are a positive continuation of this energy; made to be lived in and moved in, they hinder nothing; they are an extension of a woman’s fluidity and force.  

Inspiration comes via Wassily Kandinsky’s ‘Dance Curves’; four exuberant line studies capturing the female dancer’s dynamism – in this case the German Gret Palucca – with just a few vital lines. Minimal but meaningful: the ultimate goal.


Comfort is key: easy heel elevations that go for miles, and minimal strapping designed to contain rather than restrain. Brand hallmarks such as cool transparencies and sculptural heels meet minimal 90’s nuances for a collection that is both now and future-proof. 



Our two protagonists in motion were Maggie Maurer, whose years of yoga training lent elegant agility to the collection, and dancer Sarah Teasdale, who brought grace and power to every shoe and every shot. Together they made the collection hum with dynamism. Just as we like it.