PHOTOGRAPHY Courtesy of schuh
Nothing makes you feel understood like finding another person who shares your passion. Whether it’s a similar perspective, shared heritage or matching sense of style, having your core values and identity seen by someone who just gets it creates the freedom to express your truest self. It’s here that joy and creativity can be cultivated and nurtured authentically, and can become a catalyst for others who also share in your differences.
Paying tribute to unity born from shared differences, BRICKS’ favourite fashion footwear retailer schuh has unveiled its second installment of its “Same, But Different” campaign. Launching “Together Hits Different”, the latest campaign focuses on the intersection of individual expression and community care. To illustrate this, the campaign spotlights six trailblazers shaping the future of fashion, music and sport through striking portraits, candid snapshots and behind-the-scenes moments across schuh’s UK stores and its social media.
Recent reports from the AW25 runways suggest the fashion industry is falling back on its commitment to increase inclusivity – leaving the hard work to nurture diverse depictions of beauty to unique individuals carving their own paths through a historically elitist industry. schuh’s long-standing commitment to cultivating inclusive fashion imagery is once again at the core of this campaign, which features plus-size content creator Alessia Golfetto alongside model and disability advocate Georgia Stannard. The duo are proudly redefining fashion on their own terms and celebrating the transformative power of personal style, embracing their individuality and resilience with confidence.
Similarly, the music industry’s exclusive reputation is well-documented, with a significant lack of opportunities for independent and emerging artists. Unperturbed by these limitations, multi-instrumentalist Geo Jordan and DJ Clara Rosa use their genre-defying sounds as a force for connection, bridging cultures and identities to create deeply personal music that resonates across communities and cultures.
London-based Baesianz FC is a football team for women, trans and non-binary people of Asian heritage that is trailblazing a more inclusive environment on and off the pitch. Co-founder Nicole Chui was inspired to start the team after realising that Asian representation was scarce in the game, especially among women and people of marginalised genders – in October 2017, the BBC reported that out of 3,000 professional footballers in England, only 10 were British Asian. Chui is joined in the schuh campaign by Blackpool FC forward Jake Daniels, the first openly gay player in professional league football since 1980. He has since become an advocate for LGBTQIA+ inclusion in football and sports, and together the pair are redefining what it means to belong in sport through their advocacy at professional and grass-roots levels.
Left: Clara Rosa & Geo Jordan. Right: Nicole Chui & Jake Daniels
All cast members are styled in schuh’s edit of the most sought-after footwear for the season, thoughtfully curated to encourage and embrace self-expression. In a world of labels, schuh stands with those who are unbound by conventions – the retailer’s edit of the most sought-after styles is curated to ditch seasonal trends and embrace non-conformity, finding freedom in authentic personal style.
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