The Adidas by Stella McCartney SS14 presentation was definitely one of my personal highlights of the previous London Fashion Week. What better way to display workout gear than to get a bunch of incredible and unique athletes doing their thing whilst wearing the kit?
Synchronised swimming troupe Aquabatique gave an incredible performance in a very Damien Hirst-esque swimming tank. If the swimsuits stay in place during their energetic routine, I can guarantee they will definitely do when you’re swimming laps at the gym. There was the chicest spinning class I’ve ever seen to showcase the cycling kit (seriously, where can I sign up?), runners on a giant treadmill, a dance/fitness trio wearing the Studio gear and the yoga clothes were shown by an antigravity yoga group.
Visually it was an absolute treat, and proves exactly why I always think presentations work so much better than catwalk shows – you get to interact with the clothes, see them at different angles and gives you time to see the details up close. Stella McCartney was around herself admiring the athletes wearing a beautiful dress from her latest Resort 2014 collection.
What always sets Adidas by Stella McCartney apart is the use of colour, pieces made for layering and this feeling that whenever I see any piece of the collection, I just want to run to the gym and start working out. The printed pieces were my favourite – the florals so cheerful and happy, whilst the blue print was more urban and cool.
I love stylish sportswear that can seamlessly fit into your daily wardrobe (I love it so much I launched a whole website about it… check out Fashercise if you haven’t already!), so pretty much everything in this collection is right up my alley. It has all the technical qualities you expect from an Adidas collection, with an added style element. Stella’s principles from her own collection have also rolled over to this collaboration: the clothes use sustainable materials where possible, with extra care taken to avoid surplus waste and reducing the use of water and energy.
The SS14 Adidas by Stella McCartney collection lands in stores from January 2014. I, for one, can’t wait. Seriously, I can’t. Gimme now!
Stella McCartney at the launch
Highlights from the presentation…
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