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Adidas SLVR S/S 2013 line incorporates age-old principle

December 18, 2012 (Germany)

Bodies in motion tend to stay in motion. It’s an age-old principle that is at the heart of the adidas SLVR Spring/Summer 2013 collection inspired by martial arts, Fight Club, and the human physique. Consequently the new campaign presents the collection against a raw, make-shift backdrop.

Photographed by Willy Vanderperre, the campaign depicts group compositions shot against a set in constant flux, continuing an architectural yet loose look. The imagery communicates Dirk Schönberger's high-fashion perspective, combining precision tailoring with a sport attitude.

The campaign extends this idea by presenting a fusion of seemingly opposing references like Hawaiian prints with boxing silhouettes. This clash illustrates the amalgamation of tailoring and sportswear as the core of the SLVR collection.

The Spring/Summer 2013 video translates the concept into motion. Climaxing to silence, the edit uses acceleration of pace and raw distortion effects to merge the various looks into one contrasting edit.


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