New Collection: Gucci Collaborates With Adidas

Gucci and Adidas launch there New Collaboration that’s Dropping June 7^th.

Collaborations are often a seen as exercise in merging brand signifiers to produce desirable hybrids that tempt consumers. But not all collabs are created equal. In some instances, such experiments have produced new specimens born out of  genuine creativity.
One such collab is Alessandro Michele, the creative director of Gucci’s exquisite partnership with Adidas, a brand whose imagery is rich in personal and sentimental memories, not only for the designer, but also for their young (and not so young) consumers.

“Seen through the lens of photographer Carlijn Jacobs and inspired by the patina of archival fashion catalogs, the look book images are a clear indicator of the collection’s pervasive spirit of retro chic, tinged with Michele’s flair for whimsy and trippy references. The Adidas tracksuit—a sportif version of the traditional masculine suit, if you will—served as the collection’s high-style staple, and was deconstructed and reassembled in a plethora of separates iterations, emblazoned with adidas’s and Gucci’s as Vogue described the collection.

The play on interlocked logos was spread with gusto across the women’s and men’s collections, which exude a gender-fluid, dressed-up athletic vibe. The Adidas three stripes and the Gucci green-red-green web, which look quite similar, appear as simultaneous appliqués on the sides of joggers, zippered sweats, shorts, bell bottoms, and pencil skirts, while the lotus-shaped adidas trefoil, first used in 1972, has been given the Michele treatment, blown-up in colorful wallpaper-like renditions on oversized anoraks and svelte belted jackets.

See photos:

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer: Carlijin Jacobs

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