Italian fashion label Gucci and German sportswear brand Adidas are reminding consumers that good fashion is timeless with a new campaign celebrating their new capsule collection.
In a short film that was inspired by a 1979 Adidas catalog, models enthusiastically fashion the looks from the new Adidas x Gucci collection. Treating bags like weights and ruminating on individuality, the protagonists of the campaign bring an entertaining and inviting energy to the collection.
As a soundtrack of Taana Gardner’s “Heartbeat” begins playing, models emerge, adorned in offerings from blue polo shirts to bags, which one model comically lifts like a weight.“It’s human nature to want to know what’s around the corner,” one model says. “So I keep looking!” With bright colorways, tracksuits and additional vintage references, the collection juxtaposes the fashionable feels of both the past and present. The collection continues weaving house codes and symbols — Gucci’s colorways, Adidas’ stripes and trefoil and more, with the film revealing what the union embodies.“I live on the fine line between genius and obsession,” one model says.
The collection will be available through several outlets, including a new series of popups in Los Angeles, which will be decorated with the geometric prints reflected in the collaboration.
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