Fashion East Is Creating Charms for Your Nikes

We've just witnessed the cutest new way to customize our kicks, courtesy of Fashion East and Nike. Dropping shoe charms designed by its homegrown talent, Fashion East's newest drop evolves its ongoing partnership with Nike in the best possible way.

The talent incubator, known for producing designers including Simone Rocha, Martine Rose and Wales Bonner, just celebrated its 25th anniversary alongside staging a Spring/Summer SS26 show at London Fashion Week with three new talents. Currently on everyone's radar, the collective is showing no signs of slowing down.

For its latest project, Fashion East curated a team of talent to design a shoe charm to add to your Nike Air Max Muse and Air Superfly. The dream team includes Ashley Williams, Jawara Alleyne and HRH, with FE's Raphaelle Moore and Lulu Kennedy also designing one. The playful adornments are bright, quirky and delightfully girly, everything you'd want in a shoe charm.

From Williams, you can expect cartoon silver bunnies complete with pink bows to attach to the front of your laces. Jawara Alleyne provides a pop of color with mesh tulle bows in bright pink, blue and green that can dangle from the side of your shoe, while HRH designed long pink elastic bows with a metal ribbon crest for a hardware addition. Check out the adorable campaign images above, shot by Carly Scott and styled by Lola Chatterton.

The charms are available exclusively at Nike's Oxford Circus and West London stores from September 25.

For more on Fashion East, check out its SS26 runway show.

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