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Adidas NEO Label stages tweet-powered F/W14 show in NYC
10
Sep '14
The teen lifestyle brand adidas NEO Label, from the German multinational corporation Adidas AG, has recently unveiled its latest Fall/Winter 2014 collection at a high octane style catwalk in the New York City.

The range’s womenswear pieces, which have been modelled and co-designed by the brand’s global ambassador Selena Gomez, include sleeveless denim button downs, printed lace skirts, sweatshirts with printed sleeves, graphic T-shirts, track pants, running shorts, full sleeved tops and denim bombers.

The women’s line also includes fashion accessories like scarves, snoods, beanies and over-the-knee socks.

The menswear entry features crew neck sweaters, padded jackets, basic zip hoodies, cardigans, track pants, padded vests, gloves, slouchy beanies and printed socks.

The label’s NYC fashion show dubbed #NEOrunway was the first-ever tweet-powered catwalk parade which was created on the basis of the opinions gathered from the teens around the world.

Going against the regular norm of a runway event, the label had invited fashion savvy teenagers to share their views on every aspect of the unconventional show, including lighting, music, set design and styling, via the social networking platform Twitter.

Apart from the young Twitterati generation helping in deciding the final look of the show, the label had also involved a team of young global fashion bloggers to help in bringing the show to life by managing the glam, styling, photography, videography and social media reporting of the event.

Selena Gomez, the face of the brand who was also part of the parade, said “This show was incredible because it was styled by teens who will actually wear these looks. Our NEOLovers did an amazing job with their NEOrunway.”

Claire Midwood, Vice President, adidas NEO Label, also revealed in a statement, “Today has been truly special – we've given teens unrivalled access to the inner workings to the NEO Label. It was their show, a celebration of the hearts and minds of NEOLovers all over the world. NEO encourages consumers to live their style and today was the ultimate expression of that,”

The adidas NEO Label specializes in a range of athletic wear and sports accessories meant specifically for teenagers.

Founded in 1924, based in Germany, Adidas designs and manufactures sports clothing and accessories. (PB)

Fibre2fashion News Desk - India


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