Saucony
Silo FW25
For its FW25 shoe collection, Saucony SILO asked Tangent to evolve its Purity in Form platform, building on the visuals and storytelling established in SS25 while avoiding outright repetition.
The goal: capture the essence of each shoe in the FW25 collection through form, movement, expression and styling.
Tangent expanded the Purity in Form platform by bringing three artists into the campaign: set designer Hannah Knowles, stylist Abby Adler and choreographer Jasiah Marshall. Each was briefed to interpret the FW25 product stories through their own discipline.
Their responses spanned spatial design, structure, materials, styling and conceptual movement. The resulting work formed an interconnected visual system across the lookbook, social content, hero campaign motion, artist films, product cutdowns and Paris Fashion Week touchpoints.
The campaign became the global creative expression for SILO FW25, debuting at Paris Fashion Week before the collection launched worldwide.
Purity in Form Part II – and its collaboration with Hannah Knowles, Abby Adler and Jasiah Marshall – was subsequently picked up by international fashion and footwear media, including WWD, Sports Illustrated and The Drop Date.
