adidas x Gucci is Here
Sian Cuthbert Davis dons her coolest sunglasses to take a look at fashion's newest exciting collaboration
Creative director Alessandro Michele recently wowed audiences in Milan by debuting his long-awaited collaboration with sportswear giant adidas. The speculation of a brewing collaboration between Gucci and the land of the three stripes had been rife for a while. Now that it’s finally here, the fashion faithful have at last been put at ease and welcomed into a new colourful, kaleidoscopic world that beautifully merges the past with the present and high design with sporting sensibilities.
Exploring uncharted territory, this will mark the first time the famed Italian House has collaborated with the sportswear brand. It’s always been easy to see why so many luxury brands have been eager to expand their scope and explore the extensive adidas archive. Who wouldn’t want to bring their own aesthetic to the brand’s iconic three-stripe motif? With the announcement of the collection garnering worldwide media attention, Michele made a firm point of presenting something exciting and especially unique that differed from adidas’ vast back catalogue of collaborations. Gucci’s ode to the famous trefoil logo is a stirring new hybrid, intertwining the emblems of the House with those of the iconic sportswear brand. Pulling inspiration from decades past, the reimagining of familiar sportswear codes delivers nostalgia-driven yet contemporary bursts of creativity. The collection itself features 80s and 90s silhouettes inspired by collegiate styling, and displays eccentric colour palettes in reimagined sports club uniforms.
Fashion always flows in cycles, and so it’s no surprise that nostalgia will always be relevant in both the wider industry and the media that covers it. Transforming the course of fashion history, Michele’s creative genius show us just how effective the approach can be by effortlessly conveying how wistful many of us feel about the past just in time for the summer season. Destined to take pride of place in the wardrobe, the new offering features many stand-out pieces. From sharply detailed summer sets to cropped hoodies, everything has been conceived of to seamlessly slip into all summer rotations.
To accompany the new collection Michele also gifted us an equally unique new campaign to feast our eyes upon. Deftly capturing movement in hyper-real imagery, the quirky cast dance, stretch and run to the sounds of Heartbeat (a head-nodder of a soundtrack by Taana Gardner), against brightly coloured backdrops from art director Christopher Simmonds and captured by the lens of photographer and story-teller Carlijn Jacobs. Honestly, what’s not to love?
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Click here to read our feature on adidas Originals by Wales Bonner
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