During Milan fashion week, Gucci unveiled its collaboration with Adidas.
In a fashion show in the setting of a room completely surrounded by mirrors, the collaboration between the two brands was unveiled, a collaboration strengthened by the presence of former tennis player Stan Smith at the evening. The Gucci logo is combined with the three white stripes and the leaf of the German brand. The iconic red Tenenbaum jumpsuits, swimming caps or baseball caps and corsets reminiscent of swimwear appear in an almost couture version.
The watchword of the shows during fashion week was: “amaze” and Gucci and Adidas succeeded. The two brands have brought to light a collection capable of balancing high fashion and sportswear in a big way, without falling into kitsch. Probably Gucci would like to reach a greater range of consumers and Adidas to move closer to something more elitist, for these reasons the brands usually decide to collaborate. The combination of the logos is really effective and the models in style absolutely suitable for both brands.
This being the case, it would seem that the two brands have extended to what would like to be a wider pool of consumers while at the same time making them absolutely modern without ever, in the case of Gucci, losing that touch of the historical imprint of the brand that made it famous. In 1921.
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