After cladding out the GB Team for the London 2012 Olympics, Stella McCartney and Adidas have returned for another, perhaps unconventional collaboration. This time it is not McCartney’s lack of ‘Britishness’ that has caused up a stir, but her choice of runway. McCartney opted for a less conventional means of showcasing her Adidas collection, using aerial yoga, synchronised swimming, a spinning class and dance class – showing the collection just how it’s meant to be: in action. McCartney also made it imperative that this collective was to be presented authentically, using real athletes over the usual runway frames that are spotted at LFW.
McCartney is also a firm believer of minimal waste. Her choice of eco-friendly materials and low waste commitment made this inspiring collection flattering for health enthusiasts and for the environment.
The collection features two big trends for SS14; Urban, bright prints as showcased in the running and cycling range and soft pastels for the studio and yoga sessions. This is a mix n’ match collection making it universal and versatile for wearers.
As for shoes, SS14 sees a completely new model – the Primeknit Running shoe – a revolutionary digital knitting technology to create a seamless one-piece upper.
The collection lands in stores and online from January 2014. Just in time for those post-Christmas gym rituals.