Mondays lecture was focussed on endorsements and collaborations, one collaboration that we’ve seen taking over the press in this past week is Kanye West and Adidas Originals. This was a show in which we saw a new and interesting twist on the sportswear brand, with military inspired street wear taking the catwalk.
This is not the first time Kanye has collaborated with a sportswear brand, he has also worked alongside rivalry brand Nike, however after having restrictions put on his creativity, he chose to leave the brand. This is something that doesn't seem to be apparent in his new collection with adidas, as we see the rappers style reflected throughout each garment and definitely over shadows adidas’s usual brand style.
This collection is affordable and also accessible due to Adidas’s high street location. This is something Kanye believed strongly about as he wanted his collection to be desirable to people from all walks of life. I believe Adidas benefit massively from this collaboration, although the brand symbol is difficult to locate, they are still gaining a large amount of press and public awareness that they aren’t familiar with.
I for one, am loving this collection! The androgynous apparel and minimalistic almost dull colour scheme is something I find desirable as a sportswear concept. Plus, how can you not love something when you see another one of the Jenner sisters sporting it so fabulously.
Overall, the show seemed to be a huge success with the frow being taken up by the likes of Kanye's other half Kimmy K, Anna Wintour and Queen B herself, how could you not love a collection supported by those fabulous women?
becky x
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