Italian fashion house Gucci & Germany's Adidas launch new collection

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’, Gucci said in a press release.  

The assemblage plays out across 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 mix with the Adidas Trefoil in colourful prints, as well as on jacquard fabrics. The red and green Web of Gucci complements the three stripes of Adidas. Pushing the collection further into hybridised 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.

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, according to Gucci.

The collection will be distributed through designated stores, online on Gucci and through ephemeral Gucci pop-ups, where the spaces will be decorated with one of the geometric prints found in the offering. A dedicated product selection will also be available on the Adidas CONFIRMED app. 

Fibre2Fashion News Desk (GK)