With what started via a teased lookbook, the adidas x Gucci collaboration has since gone above and beyond, reaching new heights when it comes to sportswear labels collaborating with luxury fashion houses.
The kaleidoscopic collection hit the runway three months ago and has since taken the fashion world by storm, with the latest of initiatives promoting the collection taking form in a series of Gucci pop-ups revealing the designs in a never-before-seen 'shoppable' light. (The first arriving at London's Selfridges.) Hoping to provide an equally captivating experience as when the collaboration first debuted, the colliding worlds of Alessandro Michele's 70s-inspired Gucci and adidas' modern sportswear style means the collection, and its subsequent pop-ups, are bound to speak to fashion fans anywhere and everywhere; engaging a meeting of two minds that is aimed at connecting Selfridges clients all over the world and their surrounding communities.
The strikingly retro space itself is defined by a perimeter of illuminated pointed arches, complemented by vintage-inspired furniture that houses the sartorial streetwear creations - including Gucci's own take on the infamous adidas Gazelle sneaker - bound to transport any visitor into Michele's Gucci vision as soon as they step into the space.