"Zero Guidance", the Lack of Guidance x Nike collection

This year, Netherland hosts the twelfth edition of the UEFA European Women’s Championship and, being an Amsterdam-based and football inspired brand, Lack of Guidance wanted to support women in this adventure, as well as in life. It is then born the collaboration with Nike for the realization of a lookbook for the “Zero Guidance”, to celebrate women and the Dutch women National team. 

Zero Guidance represent the will of not give up on your dream, even if their are always put in an angle, especially in sport. “Zero Guidance” represents the winning mentality of 11 women, selected for the shots, who want dictate their own game. This mentality is matched with the one of KNVB that “feminized” the National team logo, substituting the lion with a lioness.

However, the Lack of Guidance collection was just realized ad hoc for the shooting with Nike, and won’t be released.