Concepts and New Balance Celebrate Women, Their Collections and the 998

Image via Concepts / @dani_aphrodite 998 ‘ C-Note’, Concepts and New Balance continue to celebrate the 998's 30th anniversary by including the style in their latest editorial. Continuing their existing series, which celebrates women and the objects they collect through their work and pursuits, the duo focuses on the 998 through the lens of three New York-based creatives.

The editorial introduces us to three women who see the 998 as a staple silhouette and represent those leading busy lives in the city. First, we meet Rubi Agar, a librarian and hair stylist, who can be seen sporting the style at her community-focused hair salon, SALON. Rubi is photographed amongst her styling tools, hairdresser’s chair and drying stations, as well as alongside a selection of books from her library.

Next, we’re introduced to Naoko De Oliveira Yoshii, who is a floral designer also based in the city. Photographed at her studio, she’s surrounded by flower cuttings, vases and ikebana tools.

Finally, we meet Natalie Pavloski. She’s a manicurist who works from a studio in Brooklyn and can be seen with her collection of nail polishes, brushes, and the ultimate source of inspiration: her reference library.

The full editorial also features three short films and can be viewed on Concepts’ Instagram.

Elsewhere in women’s sneaker news, Dua Lipa fronts PUMA’s newest campaign.