Does this ridiculous snap remind anyone else of that Juergen Teller photograph of Kim K perched on a pile of dirt like a mountain goat? Yes? No? The two images share something in common: idiocy, which makes them both hilarious to behold. Not quite what eminent designer Errolson Hugh was going for, it seems.
Nike's ACG line – a branch of technical apparel thoroughly rejuvenated by Hugh since the Swoosh brought on him board in 2014 – flirts unabashedly with the avant-garde. That’s Hugh’s aesthetic, as those familiar with his ACRONYM label will know. ACG’s bold and cutting-edge designs speak for themselves, but Nike's official photographer for the campaign revealed he/she doesn't speak that language, instead electing to ram 'edgy' home with kooky, unique poses. And so some poor model was instructed to wear her ACG vest backwards, burying her face in the back of the hood and rendering her and the vest indisputably stupid-looking.
No one expressed the silliness better than Hugh himself.
I mean you can spend months and do the best design in the world but then someone takes a photo of it like this. LOL pic.twitter.com/gONMiuLpvK
— Errolson Hugh (@erlsn) November 29, 2017
The spot-on tweet looks to have reached Swoosh HQ as the image is no longer on their website.