With Holland hosting the 2017 Women's Euros, Dutch football-inspired brand Lack of Guidance teamed with Nike to produce this incredible photography editorial in honor of their Lionesses.
Shot at the Amsterdam Olympic Stadium by Lois Cohen, in whose work ‘women’ is a recurring theme, ‘Zero Guidance’ is all celebrating the Oranje Leeuwinnen and the women’s game.
“Despite the fact that women get a lot less appreciation than men in football, they never stop fighting for their dream to get to the top,” the Lack of Guidance team explains of the editorial concept. “Zero Guidance stands for winner mentality, not taking any directions and defining your own set of rules.”
“We selected 11 women that possess this state of mind. By participating, they are showing full support to the women of the Dutch national football team.”
The editorial also sports sporting Netherlands tops that feature the KNVB’s new women’s crest: a Lioness, rather than a Lion. The change was meant to give female players a symbol of their own and drive participation in women’s football.
This collection is unfortunately not for sale; it is simply meant to help bring these female footballers and their accomplishments into focus. Having begun to come into their own in recent years, since qualifying for their first Women’s World Cup in 2015 and currently making just their third Euros appearance, they’ve proven more and more each year that Dutch women’s football will be a force to be reckoned with.
Luckily, between this tournament seeing soaring television viewership and every Netherlands match selling out, it does seem that slowly but surely more of the country is paying attention to a team — and a sport — that more than deserves it.
And with the team having already booked their ticket to the knockout stage with all 9 points from Group A, these fans might have even more to celebrate sooner rather than later.