TEVA Straps In with Taylor Rainbolt
TEVA is undergoing a transformation. What used to be an outdoor sandal brand is now expanding into new markets thanks to the explosive and exploratory nature of today’s fashion community. This season the brand is underscoring the shift with a campaign shot by Taylor Rainbolt in collaboration with Chloe x Halle, the R&B duo blessed by Beyoncé’s mentorship. The resulting campaign combines the two artist’s unique style sensibilities with the cultural heritage of TEVA. “We wanted to keep it raw so that we felt like it wasn’t too high-end where it wasn’t accessible to people. Giving it that rawness from nature. TEVA can be for anybody, so we decided to show the actual scene and give it that,” explained Taylor. “They’ve noticed their products showing up a lot in New York Fashion Week, so they came out with a line that you could wear every day, not just to the beach or hiking, or just camping.”
The shoot features Chloe x Halle lounging in styles that they chose on a set that gives away its own secrets: you see C-stands, sandbags, and clips holding up pieces of flora or the draped seamless. Everything was brought together to play with the tension inherent in the pieces that bring together the final look. “We used plants to cast shadows onto the wall, to keep both together. Keep fashion and nature together. And then if we didn’t cast a shadow we put plants in the scene to give it that natural vibe. It’s cool vibes, it’s so versatile you can wear it with an outfit or go camping,” Taylor explains. “And then we played with the color because I feel like it really gives it that pop.” Chloe x Halle are set in this specially created world to bridge the gap, but it’s not just the aesthetic that got it to work. It was also the energy that Taylor was able to create with Chloe x Halle on set.
“They came to set right away giving everyone hugs and were super excited about it and we created the dynamic where we know everyone’s excited. They were great at collaborating and it was just really amazing,” Taylor says. “It’s cool that it was bringing young women working together; just collaborating with younger women.” The collaboration between all three women created a dynamic set of imagery that wouldn’t have been possible anywhere else.