MACHINE-A and Reebok Celebrate London’s Queer Community

London’s queer community has always been central to the city’s fashion scene so, it shouldn’t come as a surprise that MACHINE-A, who have long championed queer talent with their inclusive approach to commerce, would want to celebrate that. In a groundbreaking move for the cult favourite fashion destination, MACHINE-A has partnered up with sportswear giant Reebok on an exclusive gender-neutral collection. Taking things a step further, accompanying the collection is a campaign dedicated to empowerment and showcasing a diverse spectrum of identity.

‘When Reebok approached MACHINE-A and me to collaborate on a collection, it was the first time we agreed on a project like this,’ founder Stavros Karelis tells SHOWstudio. ‘Due to the common understanding that this has to be for something important, a reason for a collaboration like this to exist. There is nothing more important than a person’s freedom of choice and of self-expression.’

The collection, curated by London-based designer Steven Ma, features key wardrobe pieces that embody the fluidity, positivity, and sensuality at the heart of the queer experience. The Reebok Club C LTD ‘Trompe L’Oeil’ Instapump silhouette, vector bodysuit, and drilled socks stand out as iconic representations of individual expression. The collection doesn't just stop at individual pieces; it offers full looks that echo an anthem of personal freedom.

Accompanying the collection is a campaign featuring two of London’s queer creative beacons, poet Kai Isaiah Jamal and Alibae. Shot in China by Leslie Zhang, the imagery puts the spotlight on the diverse gender expressions that, while commonplace in London, don’t always reflect the realities of the rest of the world.

‘With Kai Isaiah Jamal and Alibae taking the protagonist positions as the voices of a community that goes beyond borders and ethnicities and stands with personal freedom and expression and advocates for human rights. These rights many times unfortunately are not given and not accepted universally,’ Karelis explains. ‘On the contrary, these rights are put constantly in question, used for political gains, or even denied which results in an unsafe space for people to exist and love. This collaboration aims to highlight the love to the LGBTQAI+ community which cannot be expressed better than the powerful words of Kai, who provided the poem as a love letter to the community.'

The MACHINE-A x Reebok collection is now available at MACHINE-A London and online at machine-a.com and reebok.eu.