The capsule collection comes alive in a kinetic campaign.
For the launch of the collection that combines the codes of the two brands, Alessandro Michele takes inspiration directly from an archival 1979 adidas catalogue. Against brightly colored backdrops, models stretch, run, or dance in place to a soundtrack of pensive phrases, showcasing the kaleidoscopic aesthetics of the collection.
Within the capsule, a fixation on three stripes plays out across ready-to-wear pieces that echo the silhouettes of athletic staples and leisurewear. The adidas Trefoil and GG monogram find synergy in energetic prints. Conventionally formal pieces like leather heels, suede loafers, and silk scarves enter hybridized territory as well, as they are marked with casual codes. Through the Creative Director’s exercise in assemblage between high fashion and streetwear, his atelier is further portrayed as a crossroads where seemingly disparate, yet inextricably linked worlds meet to proclaim there are no rules when it comes to dressing up.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer: Carlijn Jacobs
In a special episode of the Gucci Podcast, guest host Jian DeLeon, men's fashion and editorial director at Nordstrom and former editorial director at Highsnobiety, is recorded in conversation with Laura Whitcomb, founder of Label NYC with ties to adidas’ fashion exploration in the 90s, and whose work is referenced by Alessandro Michele today.
Together they talk about the history of streetwear, how philosophy intersects with fashion, and the recently launched adidas x Gucci collection.