For their Autumn Winter 2017 collection, titled 'Jocks et Nerds', The Upside wanted to tell the story of their concept and inspiration in a fresh and creative way.
I wrote the piece introducing the collection, capturing the mix between Parisian influences, the idea of breaking stereotypes and the rise of the "cool nerd".
The collection and story were well received after being featured on The Upside's website, eDM and social channels.
https://www.theupsidesport.com/jocks-et-nerds