Puma x Jamel Shabazz x Kylie Jenner

MAC consulted for Puma’s 1980’s inspired hip-hop and graffiti art advertisement. Renowned street photographer Jamel Shabazz led the campaign. He was able to reshoot some of his iconic street photographs with Kylie Jenner as the model. If not familiar, “Jamel Shabazz was born and raised in Brooklyn, New York. At the age of fifteen, he picked up his first camera and started to document his peers. Inspired by photographers Leonard Freed, James Van Der Zee, and Gordon Parks, he was marveled with their documentation of the African American community. In 1980 as a concerned photographer with a clear vision he embarked on a mission to extensively document various aspects of life in New York City, from youth culture to a wide range of social conditions. Due to its spontaneity and uniqueness, the streets and subway system became backdrops for many of his photographs.” (jamelshabazz.com)

We brought in NY graffiti artist STAE2 and our MAC production team to recreate some classic graffiti tags from 1980’s NYC era. Unlike many sets, the result was authentic. The subway car interior as well as the street scene with pay phones and a roll down are undisputed.  Check out some photographs from the shoot below.