Adidas Originals is launching today its first ready-to-wear collection, “Blue Version”. Two years in the making, the first fall 2021 collection pays homage to the brand’s rich heritage by combining traditional sportswear and brand codes with luxury materials, unconventional fits, raised silhouettes and a distinct perspective. and avant-garde.
“Let’s start with color, âsaid Stefano Pierre Beruschi, senior design director at Adidas (Statement, Y-3 and Luxe), of Zoom in Herzogenaurach, Germany, where the sportswear giant is based. âBlue Version is the name I chose because I wanted it to be rooted in something we all know. Bluebird is a very distinctive color for Adidas in general: it’s a brand, it’s emblematic of our history. I wanted to celebrate this beyond the shoebox to the drape over the body.
âBeyond a simple trademark, blue is an evocative color: it is a faithful, sincere color, emulating the soul of the brand and the cultures that decorate it. It’s a very meaningful way to have a consistent dialogue with every collection we publish. â
To celebrate the fall collection, the brand enlisted photographer Pierre-Ange Carlotti to film the campaign, starring filmmaker Ganna Bogdan and musician Duckwrth, and to capture the “emotional qualities of blue and what it means for. the two creative co-stars “, the brand is noted.
While variations of the color blue will always play a prominent role in Blue Version’s messages and collections, the rtw of fall incorporates harmonizing colors (black, white, beige, beige) in the selection of hybrid clothing. .
Although the brand does not hesitate to launch avant-garde collections, collaborations and partnerships, including those with Adidas x Ivy Park by BeyoncÃ©, Stella McCartney, Prada and more – Blue Version is Adidas Originals’ largest single and high fashion company to date.
âIt took a lot of conviction on my part to make them believe we can do it, we have the credibility to do it. We are timid to make bold gestures and we rely on others to give us this authority, ânoted Pierre Beruschi.
The influence of sportswear on fashion is immense, ranging from designer to luxury to mass over the decades. When Pierre Beruschi entered the brand, he wanted to harness the sportswear giant’s impact and global influence – from its iconic three-stripe and trefoil logo to its iconic silhouettes and aesthetic – to create new prints centered around the fashion. “We don’t always need to follow, we have to lead, and I think we have enough arsenal,” he said.
Although he is wary of using the word “without excuse,” Pierre Beruschi described the fall collection as such, saying it was “to oppose basic clothes that are in. outside of the Adidas world and having them as hybrids with the things that are 100% ours. A fusion between us and icons from the outside.
For example, invigorated trench coats, which combine sportswear and classic tailored cuts; pants meet jogging pants; raised Beckenbauer tracksuits; remixed bowling bags and duffel bags, and even a super cool corset tank top. Sporty codes such as brand emblems, sportswear materials, typographic archival jersey prints and more permeate the collection.
From stitching to an iconic camouflage print, Pierre Beruschi and his team have focused on maintaining the integrity of âexteriorâ items – be it workmanship, silhouette – while merging them with elements of archive and current from Adidas Originals.
“I was really pushing for a fashion concept that is inspired by ourselves, really exploring a very high expression of our archivesâ¦ Mixing up a lot of history, a lot of areas of our history, multiple studies on different sports and legacies of the brand . To turn the character of sport into the strong personality of fashion, âhe added.
For future collections (noting that he is currently working on the fourth of Blue Version), Pierre Beruschi and his team will take the same “purist approach” of the Adidas Originals archives, while drawing inspiration from current culture – music, style. life, style, among other points of contact – which have adopted the brand throughout history.
âIt really embodies a big part of what we do for Blue Version: finding those niche subcultures that have adopted us and that have become a big trophy of cool for these kids. Take that, use that, create from that; be inspired by them and the music they listen toâ¦ how they wear it, how it’s worn, how it’s stylish. Use this as a foundation on which to grow.“
Within the first 64-piece collection, which is produced at the same factories as Adidas’ premium brand Y-3, ready-to-wear ranges from $ 50 to $ 280 while outerwear starts to sell. $ 250 and go up to $ 700 (for a reversible fur coat). The blue version will be available at select retailers as well as at Adidas flagship stores and online.