Li-Ning Spring/Summer 2021 “New Frontier“

Following the celebration of its 30th Anniversary in 2020, Li-Ning—China’s icon of athletics and style—forges onward for Spring Summer 2021 with the launch of, “New Frontier”. Dissecting many of the same themes first examined in the brand’s digital fashion presentation shown during Paris Fashion Week in October of last year, the sport pioneer’s new film and image series explores these new frontiers—both literally and figuratively. Situated in a barren desert setting in Los Angeles county, the season’s visual journey—conceived by photographer Mel Bles and styled by Jay Massacret—captures a distant, desolate land, through which mysterious figures trek across shifting terrain. The permeating mood is at once futuristic yet primitive, with sudden, unexpected bursts of water arriving and floating in mid-air, interspersed with footage of raging fire—a knowing reference to the collection’s drawing inspiration from the 4 classical elements of creation.