Fashion label Pyer Moss is no stranger to astounding, inspiring and affirming. Aside from making incredibly fashion-forward sportswear, designer Kerby Jean-Raymond is equally forward-thinking in his approach to using his artistry to make powerful statements about blackness in America.

For his Fall/Winter 2018 offering Kerby teamed with Reebok for a visual concept ad campaign which features both still imagery and videos set in proverbial black meccas like Chicago's Southside, Baltimore, Los Angeles and Brooklyn's Brownsville. The campaign is features literal, modern-day cowboys, including the horseback-riding organization Compton Cowboys and rodeo team Cowgirls of Color, as well as individuals who are raising their voices to build up their communities and speak power to a system that continues to perpetrate oppression such as anti-violence activist Ameena Matthews and Nadia Lopez, principal and founder of Mott Hall Bridges Academy and an influential advocate for public education. The films are directed by Rubberband, scored by Raphael Saadiq and broken down into eight one-minute trailers, each asking the question: “Do you feel American?”

All confront the idea that we are “others” in America and highlight themes of self-preservation, self-awareness, self-healing and self-empowerment. The overriding message? Love. Love for our culture, our history, our conflicted country and for ourselves.

Three words: all of this. Take a look at the first video and the ad campaign above.

Timed to coincide with the relaunch of the label’s website and e-commerce, Pyer Moss’ Fall-Winter collection, including its latest collaboration with Reebok, is available for purchase now. You can shop the collection directly below.