Gucci has recently capitalized on Milan Fashion Week by incorporating several pieces from its collaboration with sportswear brand Adidas Originals into its “Exquisite Gucci” runway show. This collaboration is a testament to Gucci’s commitment to innovation and staying ahead of industry trends.
Led by artistic director Alessandro Michele, Gucci has been making waves in the fashion industry with its bold and unconventional approach. The brand has been expanding its digital presence and venturing into new territories to attract a wider audience and drive revenue growth. From launching on social media platforms like Instagram and Discord to exploring opportunities in the virtual world, Gucci is constantly pushing boundaries.
The collaboration with Adidas Originals builds on the success of Gucci’s previous fashion hack with Balenciaga. By combining the heritage and creative codes of both brands, the collection presented at Milan Fashion Week represents a fusion of luxury and sportswear. The logo, which combines Adidas Originals’ trefoil with the Gucci name, symbolizes this partnership and sets the tone for the collection.
While streetwear and sportswear have been influential in luxury fashion in recent years, this collaboration takes a different approach. Instead of a literal reinterpretation of sportswear, Gucci and Adidas Originals have created elegant pieces such as suits, knits, capes, and high-heeled shoes. This departure from the norm showcases Gucci’s ability to innovate and redefine the boundaries of luxury fashion.
This collaboration also follows Adidas’ partnership with another Italian fashion house, Prada. The sequencing of these collaborations, with Gucci taking the lead in the name of the capsule collection (“adidas x Gucci”) rather than the other way around, suggests a shift in the fashion industry. It seems that luxury brands are not just embracing streetwear; they are also elevating sportswear brands and integrating them into the world of high fashion.
In conclusion, Gucci’s collaboration with Adidas Originals at Milan Fashion Week is a reflection of the brand’s ambition to transform and redefine luxury fashion. By incorporating sportswear elements into its collection, Gucci is pushing boundaries and challenging traditional notions of high fashion. This collaboration signifies a potential shift towards the “luxification” of sportswear brands, reinforcing the influence of streetwear in the luxury fashion industry.
Useful Links:
1. Gucci Official Website
2. Adidas Originals Official Website
