SZA steps into a new role as she expands her creative empire in stylish footwear

American singer SZA has taken on a new challenge. The Grammy-winning singer is now the artistic director for Vans, signing a multi-year deal to work with the brand on new campaigns and custom collections.

The first project, “VANSZA”, is a short film about growth and self-expression.

In it, SZA encourages people to push themselves and embrace new possibilities while wearing the iconic black-and-white Knu Skool pair, which are her favourite go-to sneakers.

Shot by Sophie Jones and styled by Alejandra Hernandez, the video blends her laid-back style with Vans’ skate-inspired edge.

Vans described SZA as someone whose authenticity and fearless self-expression match the brand’s values. They credited her with challenging fashion norms and inspiring young people to tell their own stories.

“In Vans, I feel free,” SZA said. “I’ve been wearing ‘Knu Skools’ and other styles for years; they’ve always had an ethos I connect with. 

“As artistic director, my mission is to show that joy, community, creativity and fashion are all still connected. That humanity, culture and connection are still the access points. They stand where I stand, and I’m honoured to invite a whole bunch of people to stand Off the Wall with us.”

This move follows the earlier launch of her beauty brand, “Not Beauty”, earlier this year. The range debuted with three lip gloss shades, which are “In The Flesh”, “Strawberry Jelly” and “Quartz”

She first sold her lip gloss range at pop-up shops during her “Grand National Tour” with Kendrick Lamar.

SZA has been wearing her own products long before releasing them. “I’m not a beauty maven, but I know lips. I know what I like, and I’m diligent about finding the best quality ingredients,” she told "Vogue".

Following her success in beauty, SZA’s collaboration with Vans marks another significant step in her creative path.

The “SOS” singer’s new role is also a big step for Vans. The brand has a long history of working with creative people, and teaming up with her brings a fresh point of view. 

They intend to combine her personal style with Vans' skate and streetwear aesthetic, all while upholding the brand's core values of originality and authenticity.