The three stripes brand is both a sport sign and a street wear favourite between millennials and g-z’s. Among so many new collections that change every six months, adidas new claim “Original is never finished” comes to break the patterns.
adidas chose to show with its new tagline how being original is not about following trends or rules in fashion but just as a work in progress style. The German label hops in the global trend of slowing down the feverish rhythm of designing between 4 and 6 collections per year to implement this proposal no longer delimited by seasons, in line also with global climate changes.
To lead the way and as ambassador of the collection, Adidas chose Dua Lipa, the pop music golden girl for its campaign and song. The New Rules and IDGAF creator is adidas new face and is a member of “adidas new family”, among other important figures from skateboarding, sports, art, style, and music such as A$AP Ferg, Argentine footballer Florencia Galarza, Nick Young, Playboi Carti, Kaytranada, Miles Silvas, Adrianne Ho and Marcelo Vieira.
“We wanted to give a completely new meaning to the idea of “work in progress”. We were fascinated by our own repetitive behaviours and, once we break with the routine, we are given the freedom to explore the unexpected. The idea of ??doing things over and over again is reflected in the repetition of images throughout the film”, said Alegra O ‘Hare, Global VP of Communication for Adidas.
Keeping up with Kendall
The top model is also an Adidas ambassador and was part of the Originals cast. Last days, in New York Fashion Week, adidas hosted an exclusive cocktail party for his collab with young Amsterdam designer Daniëlle Cathari, who was in charge of deconstructing the famous tracksuits and portraying the new collection in a new foray in photography.
Watch the film:
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