Lack of Guidance x Nike: Zero Guidance


The arrival of the Women’s UEFA European Championship in Netherlands this month has been nothing but a positive movement.

The most talented female players on the continent have congregated to compete for the title, with no lack of support or lack of interest from the footballing world and the brands who make it what it is. Nike have been on the frontline, gearing their campaign in the build up to the tournament to be about building the profile for women’s football to a level it deserves. They’ve kitted out the hosts, who have had the iconic KNVB badge reworked from a lion to a lioness ahead of the competition, as those present at WEURO2017 look to celebrate the female game – the fastest growing sport in the world, we might add.

Amsterdam brand, Lack of Guidance, have got involved in the fight for more football quality, too, teaming up with Nike to create a beautiful and challenging editorial. The theme is set around appreciating women, challenging why they don’t get equal appreciation with men when it comes to football. The determination of female athletes, specifically in football what with this massive tournament underway, has come as the inspiration for this collection of fashion and photography titled; ‘Zero Guidance.’

There is no longer a ‘lack’ of guidance, but there is none, it seems. Or that is how it can feel for the huge amounts of women in football, whose skill sets and commitment to the game are rewarded and lauded far less than men. To get to the stage they have in their careers, the elite female players have more often than not, undergone scrutiny – especially in their developing years – but come through to get to the point they are at now. And, with every pass they make, every tackle and every goal they score, they improve not only their reputation but the reputation of their sport, as women’s football continues to grow and inspire.

Shot by Lois Cohen, a photographer who frequently and brilliantly empowers women in her work, the photoshoot took place in Amsterdam’s Olympic Stadium. The old building has a history of women in sport as, in 1928, it hosted the first Olympic Games to allow female competition. With another huge sporting event back in the country this summer, and several brands and designers pairing up to help the cause, it looks like it’s going to be another special summer for sporting equality.

The clothing worn by the 11 female models will not be available to purchase, despite how sick some of the mini collection are, but it is hoped that the photography and clothes themselves will spread their message without having to stocked in shops and sold online.

Here’s to a great tournament.