A solid and fashion reputable list of celebrities(Kanye West being my main point of departure who moved from Nike to Adidas last year) are joining their creative energies towards setting Adidas of the beat and hopefully top dog in the sports and street wear market. Grappling the crown from its arch rival Nike (which is still the bestselling sportswear brand having had Mr West contribute to a colossal sell out in 11mins), adidas placed Pharrell Willaims as curator and creative director of Bionic Yarn (a new range, inspired by three-stripe classics)& G-Star at this years New York fashion Week held at the Museum of Natural History.
It goes without saying that many of our celebrities are no strangers to fashion and the art of styling but I still linger curiosity as to if our stars have the design nous to really take these brands to the next level apart from the strategic marketing tool of using 'famous influence'. We all know their fashion and what they wear is scrutinised with interest, But sometimes it's fair to mention that musicians don't always make the best designers- for example Rihanna's River Island collection was basically an array of crop tops with logos, just turning themselves in in different colours and sleeves- boring basically.
The project is said to be a creative exploration, producing a collection made out of recycled materials using plastic debris from the ocean to make fabric- which explains the water inhabitants scenario on the screens as well as the decided venue. Adidas' success with Kanye West and Pharrell will depend on the end results and the masses. We will just have to wait till later this year to find out if they produced a killer. And I stand trusting these boys will have us drooling this summer.
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