Grammy-winning artist SZA has been appointed as the inaugural Artistic Director for Vans, commencing her role on August 14, 2025. This marks a significant, long-term creative partnership between the singer-songwriter and the footwear and apparel brand. In her new capacity, SZA will influence future campaigns and co-create exclusive collections, infusing them with her distinctive artistic vision. Her stated aim is to blend joy, community, creativity, and fashion, with a focus on humanity, culture, and connection. This move aligns with a broader trend of artists taking on significant creative roles within fashion brands, following precedents set by figures like Rihanna with Puma and Beyoncé with Adidas.
The initial campaign under SZA's direction features a monochromatic interpretation of the Vans Knu Skool. The Knu Skool, originally launched in 1997 and reimagined in the late '90s, is characterized by its modern restyling, including a puffed-up tongue, 3D Sidestripe, and oversized laces. The accompanying photography for the campaign was captured by Sophie Jones. SZA's influence is also evident in her highly successful 2025 "Grand National Tour," co-headlined with Kendrick Lamar, which has become the highest-grossing co-headlining tour in history, generating over $256 million and selling 1.1 million tickets across 23 North American shows. This appointment is a strategic move for Vans, leveraging SZA's cultural impact to bring a fresh perspective to the brand's creative output and reinforce its commitment to artistic expression and community engagement. SZA has also recently expanded her ventures into the beauty industry with the launch of her makeup line, Not Beauty.