Adidas Originals has enlisted fashion photographer Pierre-Ange Carlottie for an evocative campaign, starring filmmaker Ganna Bodgan and multi-hyphenate musician Duckwrth. The collection’s first seasonal offering features a number of pieces synonymous with the brand’s sporting history including the Beckenbauer Tracksuit, the fabled track top and pants, and the asymmetric track top with a matching pair of Women Adibreak pants with 3-striped detailing.
Undeniably and distinctly Originals’, the apparel collection pays homage to the brand’s rich heritage by re-imagining iconic pieces from the archive through a style-focussed fashion-forward lens – incorporating luxurious materials and unconventional cuts.
“Beyond just a branding trademark, blue is an evocative color: it’s loyal, sincere, emulating the soul of the brand and the cultures that decorate the brand. It’s a very meaningful way to have a consistent dialogue with every collection we put out.“
“It took a lot of conviction from my side to have them believe that we can do this, we have the credibility to do this. We’re shy to do bold gestures and we rely on other people to give us that authority,” Pierre Beruschi noted.
The influence of sportswear across fashion is immense, spanning everything from designer and luxury to mass across the decades. When Pierre Beruschi came into the brand, he wanted to harness the sportswear giant’s global impact and influence — from its iconic three stripes and trefoil logo to its signature silhouettes and aesthetic — to create new fashion-centric impressions. “We don’t always need to follow, we need to lead, and I think we have enough arsenal,” he said.
“I was really pushing for a fashion concept that is inspired by ourselves, really exploring a very elevated expression of our archive… Mixing together a lot of history, a lot of areas of our history, multiple studies of different sports, and legacies of the brand. Veering the character of sports with the strong personality of fashion,” he added.
Within the 64-piece debut collection, which is produced in the same factories as Adidas’ premium Y-3 label. Blue Version will be available with select retailers as well as at Adidas flagships and online.