For the launch, Alessandro Michele imagined a campaign that draws direct inspiration from an Adidas archive catalog from 1979. To liven up the concept, a grid pattern features a variety of moving images captured by Carlijn Jacobs. Against brightly colored backdrops, models stretch, run or dance in place to a soundtrack of pensive phrases such as “When your thoughts come true, you understand what magic is,” Gucci said in a Press release.
The assembly is played on women’s and men’s ready-to-wear, as well as on bags, shoes and lifestyle pieces. Throughout the selection, the GG monogram and interlocking G intertwine with the Adidas Trefoil in colorful prints, as well as on jacquard fabrics. Gucci’s red and green web complements Adidas’ three stripes. Pushing the collection further into hybrid territory, the ready-to-wear pieces echo the sporty outfits of decades past while sporting an undeniable contemporary character. Moreover, formal conventional pieces like leather heels, suede loafers and silk scarves are marked by casual codes. Beyond the standard selection, the extended offer also includes lifestyle items, including a golf bag in two different variants.
Italians Gucci and Adidas have launched a new collection for the Exquisite Gucci show, a space filled with mirrors where historical emblems multiply and metamorphose through sartorial streetwear. The cross-category selection features the kaleidoscopic aesthetic of Alessandro Michele by mixing the codes of Gucci and the historic sportswear brand Adidas.
Reflecting a shared commitment to innovation, progress, sustainability goals and collective action, the collection features several pieces made with forward-thinking materials including polyester, cotton and viscose. Additionally, each piece comes with special packaging that features the Adidas x Gucci logo and has been strategically designed to reduce environmental impact, according to Gucci.
The collection will be distributed in designated boutiques, online at Gucci and in pop-up Gucci pop-ups, where the spaces will be decorated with one of the geometric prints present in the offer. A selection of dedicated products will also be available on the Adidas CONFIRMED app.
Fibre2Fashion Information Desk (GK)