What You Need to Know
Mowalola and Jordan Brand brought their first collaboration to Oxford Street in London with a two-day takeover of Future Store. The team covered the walls and ceiling in floor to ceiling portraits from the MOWAJORDAN campaign. Large illustrated artwork from the Something’s Off world are displayed throughout the space, with strong magenta and contrasting black and white colors. Frosted graphics with campaign silhouettes cover the changing room doors with the same look carrying through to even the shoeboxes. Walking through the store feels less like shopping and more like stepping inside the campaign itself.
The collection pulls from Jordan Brand’s archive. The Air Jordan 14 gets reworked into a mule, and the lineup adds a metallic open back mule, performance pieces and apparel that moves between sport and fashion. Every piece looks slightly off from what you’d expect, which is the point behind the Something’s Off name. That same logic runs through the store design, the campaign imagery and the casting, so nothing about the space feels separate from the product. Mowalola set out to build a world rather than a shoe, and the Oxford Street store proves she did it.
