Los Angeles-based brand ERL has unveiled its campaign for the new Vamps sneakers, featuring a girl drenched head-to-toe in bubblegum pink. The imagery immediately recalls Violet Beauregarde from Charlie and the Chocolate Factory—swollen eyes, chromatic overload, and a model literally named Bubblegum. ERL reinterprets the film's uncanny fairy tale as a fashion statement.
The Vamps wrap the foot in bubblegum pink wool felt uppers and plush lining, foregrounding exaggerated softness. A pink gum sole is stamped with the ERL logo, while silicone-tipped laces add a finishing touch. Cute yet unsettling, sweet yet unbalanced, the shoe hovers somewhere between adorable and off-kilter.
Designer Eli Russell Linnetz has long been adept at translating American subculture and pop-culture iconography into brand vocabulary. The Vamps campaign extends that logic. Like Violet's inflated confidence, ERL packages brash swagger and humor into footwear. The strangeness lurking beneath the candy-pink surface sharpens the brand's identity this season.
The Vamps wrap the foot in bubblegum pink wool felt uppers and plush lining, foregrounding exaggerated softness. A pink gum sole is stamped with the ERL logo, while silicone-tipped laces add a finishing touch. Cute yet unsettling, sweet yet unbalanced, the shoe hovers somewhere between adorable and off-kilter.
Designer Eli Russell Linnetz has long been adept at translating American subculture and pop-culture iconography into brand vocabulary. The Vamps campaign extends that logic. Like Violet's inflated confidence, ERL packages brash swagger and humor into footwear. The strangeness lurking beneath the candy-pink surface sharpens the brand's identity this season.
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