By The Financial District
adidas x Gucci Mix Codes
The first adidas x Gucci collection expands on the creative concept founded on an affinity for three stripes, which debuted on the Exquisite Gucci runway, a mirror-filled space where historic emblems multiplied and metamorphosed across sartorial streetwear.
Photo Insert: adidas x Gucci
The cross-category selection, which was revealed in a lookbook last month, depicts Alessandro Michele's kaleidoscopic aesthetic by fusing the House's codes with those of the historic sportswear brand, and thus those of high fashion and streetwear.
Alessandro Michele designed a campaign for the launch that draws inspiration from an archival 1979 adidas catalog. A gridded template displays a variety of moving imagery captured by Carlijn Jacobs to animate the concept. Models stretch, run, or dance in place against brightly colored backdrops to a soundtrack of pensive phrases like, "When your thoughts become reality, you understand what magic is."
The GG monogram and Interlocking G mix with the adidas Trefoil in colorful prints and on jacquard fabrics throughout the collection, while Gucci's red and green Web complements adidas' three stripes. The collection appears on women's and men's ready-to-wear, as well as bags, shoes, accessories, jewelry, and lifestyle items.
Ready-to-wear pieces echo the sporting attire of decades past while portraying an undeniable contemporary character, pushing the collection further into hybridized territory. Furthermore, traditionally formal items such as leather heels, suede loafers, and silk scarves are marked with casual codes.
Aside from the standard offerings, the expansive offering includes some lifestyle items such as a golf bag in two different variations, a nod to the House's heritage in leisure products.
The collection features multiple pieces crafted with future-conscious material fabrications such as polyester, cotton, and viscose, reflecting a shared commitment to innovation, progress, sustainability goals, and collective action.
Furthermore, each piece comes with unique packaging that features the adidas x Gucci logo and was carefully designed to minimize environmental impact.
The collection will be available in select stores, online at Gucci.com, and at ephemeral Gucci Pop-Ups, where the spaces will be decorated with one of the collection's geometric prints.
The adidas CONFIRMED app will also feature a dedicated product selection.
All paper and cardboard packaging are sourced from sustainably managed forests, and uncoated paper has been used to ensure complete recycling. Furthermore, shopping bag handles are made entirely of recycled polyester, whereas pouches and suit carriers are made of a blend of regenerated cotton and recycled polyester.
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