With Gucci and Balenciaga's recent collaborations with Adidas, the chasm between high style and mass apparel has all but closed entirely.
with gimp-masked models marching along the New York Stock Exchange floor) included a more conventionally athletic assortment of twin-logoed tracksuits and soccer jerseys. The collaboration demonstrates “what we offer aesthetically to our audience. There is a fashion element to it, you know, [and] there is a street element,” said the brand’s mononym designer Demna in an interview backstage.
Through a representative, Kering declined to comment on whether the two deals were coordinated at the corporate level. According to an Adidas representative, these premium collaborations are part of a new brand strategy the company announced last year. Brian Grevy, Adidas executive board member responsible for global brands, said in March 2021 that luxury designs “inspired by Adidas and worn for status” helped create brand heat.
Going back decades, Adidas has worked with Japanese avant-maestro Yohji Yamamoto , Stella McCartney and Raf Simons. “What put Adidas on the map, collab-wise, was these really kind of foundational collaborations with independent creatives,” said Mr. Bettridge.Photo:The crumbling of formality and the recontextualization of sportswear as culturally dominant forced luxury labels to reconsider that separation. Yes, Jackie O.
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