The New Originals Fall/Winter 2017 campaign is a modern take on Apple's iconic 'Think Differently' ads from the 90s. Featuring slogans like 'Think out of the box' and a similar visual aesthetic to the retro print ads, this lookbook appeals to nostalgia-obsessed Millennials. Showcasing a range of wearable and eye-catching streetwear, the campaign also features retro Macintosh computers, making its visual reference even clearer for those who grew up in the 90s.
Photographer Kwabena Appiah-Nti captures the New Originals campaign and joins forces with stylists Anne Chalou and Britta Flinterman. Together, the trio brings the spirit of Apple's vintage ads to life, while showcasing a contemporary selection of streewear that is designed to be both creative and functional.