Originally debuting on the Exquisite Gucci runway, a mirror-filled space where historic emblems multiplied and metamorphized across sartorial streetwear, the first adidas x Gucci collection expands on the creative concept founded on an affinity for three stripes. Revealed in a lookbook released last month, the cross-category selection portrays the kaleidoscopic aesthetic of Alessandro Michele by mixing the codes of the House with those of the historic sportswear brand, and consequentially those of high fashion and streetwear.
For the launch, Alessandro Michele has envisioned a campaign that takes inspiration directly from an archival 1979 adidas catalogue. To animate the concept, a gridded template showcases a variety of moving imagery captured by Carlijn Jacobs. Against brightly coloured backdrops, models stretch, run, or dance in place to a soundtrack of pensive phrases such as, “When your thoughts become reality, you understand what magic is.”
The assemblage plays out across women’s and men’s ready-to-wear, as well as on bags, shoes, accessories, jewelry, and lifestyle pieces. Throughout the selection, the GG monogram and Interlocking G mix with the adidas Trefoil in colourful prints, as well as on jacquard fabrics; while the red and green Web of Gucci complements the three stripes of adidas. Pushing the collection further into the hybridized territory, ready-to-wear pieces echo the sporting attire of decades past while portraying an undeniable contemporary character. Additionally, conventionally formal pieces like leather heels, suede loafers, and silk scarves are marked with casual codes. Beyond the standard selection, the expansive offering also includes some lifestyle items including a golf bag in two different variations, a nod to the House’s heritage in leisure products.
Reflecting a shared commitment to innovation, progress, sustainability goals, and collective action, the collection features multiple pieces crafted with future-conscious material fabrications including polyester, cotton, and viscose. Furthermore, each piece comes with special packaging that features the adidas x Gucci logo and that was strategically designed to reduce environmental impact.*
The collection will be distributed through designated stores, online on Gucci.com and through ephemeral Gucci Pop-Ups, where the spaces will be decorated with one of the geometric prints found in the offering. Showcasing the products in an immersive, dedicated environment which reflects Gucci’s unconventional approach to luxury fashion, the initiative is aimed at connecting and engaging with clients over the world and their surrounding communities and debuts now in Los Angeles Melrose and South Coast Plaza’s Jewel Court. In addition to the adidas x Gucci pop-ups, Gucci will also open dedicated pop-in locations within existing stores including New York Wooster Street and Fifth Avenue, Gucci East Hampton, Miami’s Aventura Mall, and Chicago Michigan Ave, Houston Galleria, Atlanta Lenox, and Holt Renfrew Toronto Yorkdale. A dedicated product selection will also be available on the adidas app.
*All paper and cardboard come from sustainably managed forest sources, and uncoated paper has been used to ensure it is fully recyclable. In addition, shopping bag handles are made of 100% recycled polyester while pouches and suit carriers are made of a mix of regenerated cotton and recycled polyester.
#adidasxGucci
CAMPAIGN CREDITS
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer: Carlijn Jacobs
CAMPAIGN MUSIC CREDITS
Taana Gardner
“Heartbeat (Club Version) (2016 – Remaster)
(K. Nix)
(P) 2016 BMG Rights Management (US) LLC
© VMG West End Copyrights LLC / BMG Gold Songs
Courtesy of: BMG Rights Management (Italy) srl
