Gucci x Adidas: two mega brands united in Milan


The Gucci show at Milan Fashion Week yesterday positively buzzed and foamed with excitement.

First, before the clothes had even reached the catwalk, the crowds of Milanese children who had been waiting patiently outside the performance hall by the hundreds went wild when Gucci’s star guest Rihanna arrived. The singer wore a shimmering chainmail Gucci headpiece, a black latex cropped top that revealed her baby bump and a lilac fur coat and was accompanied by boyfriend A$AP Rocky, who wore a black tracksuit and carried a suitcase Monogrammed Gucci.

The front row was usually a celebrity affair, with Serena Williams, Jared Leto, Daisy Edgar-Jones and Chiara Ferragni also among the lineup.

But while the A-list had definitely gathered to see Alessandro Michele’s Gucci AW22 vision, the real excitement came when an unexpected collaboration appeared on the catwalk.

Wait! Was that an Adidas three stripe that I had just seen on the side of green Gucci jacquard pants? Could it be?

At first, Michele teased the audience with a trickle: an Adidas sneaker over there, a three-stripe on a nylon beanie over there… then the duo brand merch came flooding in.

There were three-stripe berets, giant leather capes and bags, and shiny two-way Gucci monogram caps emblazoned with the Adidas Originals logo. Tracksuit bottoms, sporty jersey maxi dresses and lightweight trench coats expressed our current desire for an easy-to-wear wardrobe, but the partnership was more appealing when applied to items you’ve never been to the gym with.

Gucci’s ultra-modern slim fit featured jewel tones with white three stripes down the outside of the leg and inside of the arm, and featuring a white Adidas leaf pattern on the chest pocket with the word Gucci inserted into it. below; and a puff-sleeve Victorian dress in white silk was given a fresh twist with the addition of navy Adidas insignia.

Alessandro Michele stands out as a connoisseur of collaboration: the surprise Hacker Project that Gucci launched last year in partnership with stablemate Kering Balenciaga was a clever rhinestone-studded riff on the identities of the two houses, while that Gucci x North Face merch has been a hit that stores can’t keep on their shelves.

Much like this latest partnership, it’s suspected that Adidas x Gucci will have an affordable product among the lineup, a smart move that will give it greater reach and therefore ultimate global hype. For now though, we know very little about pricing or a release date, with the brands simply confirming in a statement that they’re “joining forces in a new collaboration – adidas x Gucci – that combines heritage and the creative codes of the two brands”. ”

Hypebeasts, better call your financial advisors now.


Comments are closed.