Mary Katrantzou's long awaited fashion collection for adidas Originals has finally been unveiled, and it was definitely worth the wait.
Bold and bright, the Mary Katrantzou collection for adidas is sure to be a hit
The undisputed Queen of Prints has created a collection of strong designs that are stylish and impactful.
It's sure to be a huge hit.
Katrantzou is looking forward to bringing a different product range to her audience and putting her own stamp on the legacy of adidas Originals, as sportswear continues to define the fashion and luxury markets.
She says: "When adidas first approached me, I took time to think about what I could offer that's different, what I could say through the collection that they haven't said before. I grew up, like so many other kids around the world, wearing adidas sneakers, and bringing my vision to such a global brand is a great challenge. They have a fantastic heritage and their ability to innovate in sportswear makes them the perfect partner for us to work with in this market. I believe print and colour communicate perfectly to a wider audience.
"I wanted this collection to be more democratic because what I do every day is niche and it's about luxury; it's great to be able to translate my work into a product more people can enjoy."
Katrantzou manages to blend bold graphics with architectural shapes and the latest technologies to convey a modern feminine aesthetic. For adidas Originals, the designer's vision id keenly translated, as she finds inspiration in the expansive Adidas archive of footwear.
Track shoes worn by medal winners from the 1970s and 80s act as the starting point for a series of prints that re-contextualize the history of adidas iconography.
Though the clothes find their origins in athletic shoes, Katrantzou translates the filtered beauty within her inspiration to create a collection that places a strong emphasis on the female form. Silhouettes are taut and technical, streamlined close to the body. An exaggerated coat dress, constructed using neoprene panels of ultramarine and coral flashes, creates a sharp silhouette using the brand's iconic Trefoil logo as inspiration for the print.
A "go faster" A-line mini dress in textured tricot fabric, features a super-sized print of sporty lacing, drawing parallels between women's essentials of two very different eras: the sneaker and the corset. Other pieces offer a utilitarian purpose, while always delivering poise in Katrantzou's vivid colour palette and exceptional sense of pattern.
Dirk Schoenberger, global creative director of adidas's sport style division said of the partnership: "The collaboration between adidas and Mary Katrantzou merges the exceptional talent of one of the most interesting designers of today and a company that embraces many different cultures from sports, pop, music and fashion. I admire Mary's extraordinary sense of printing techniques, colours and silhouette that will bring another amazing new aesthetic to the adidas Originals women's collection."
adidas Originals by Mary Katrantzou is in stores November 15.
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