Pharrell Williams has combined his streetwear Billionaire Boys Club (BBC) with Adidas footwear to launch two new shoes. The catch, his models include a pregnant woman, a woman breastfeeding, and women of all shapes and sizes. The campaign, titled, “This Is Her Time” was created to champion activists’ work in “gender sexuality, sexual rights, and race and equality.”
The two brands are making two unisex styles of sneakers which will be available online and in the BBC stores in London, New York, and Tokyo Saturday, August 31, according to The Hollywood Reporter.
The campaign video includes stars such as Black Lives Matter co-founder Patrisse Cullors; period.org founder Nadya Okamoto; singer-songwriter Syd; actor Reggie Yates; surfer Keala Naihe; filmmaker and activist Sana Azim; and Art Mom project founder Tyra Mitchell.
The video also features a quote from Williams that reads, “History was her time. Now is her time. The future is her time.”
“Feminism is literally a synonym for gender equality,” as quoted from a voiceover.