adidas Originals by ALEXANDER WANG The adidas Originals x Alexander Wang collaboration is the perfect expression of the Originals brand ethos, which says “Nothing Is Sacred”.
Indeed, this partnership happened to rigorously and intentionally subvert the rules of fashion collaboration. Instead of protecting Originals’ heritage, the collection disrupts it by reinventing archive pieces. Instead of preserving the brand’s most precious asset, its logo, the collection flips it upside down. Instead of displaying the creative result of the partnership, the teasers reveal the legality behind the creative partnership. Instead of premiering it in-store after a long anticipation period, we launched it via trucks with little-to-no announcement prior. And instead of trying to fight resale, the number one enemy of the marketplace, we endorse it with a series of images that feature resellers.
The key visuals create a 3-part narrative dedicated to youth resale culture. In Drop 1, it appeared as if our community had just purchased a huge amount of pieces from the trucks, while also wearing the Drop 1 collection the trucks held. For Drop 2, the photographs feature resellers reselling the materials on the street. And in Drop 3, we see them packaging the apparel and footwear in boxes before they seemingly ship them to more buyers. All shot by iconic photographer Juergen Teller on the streets of NY in the same week of the actual launch, the campaign features Madonna’s son, Rocco Ritchie, alongside models from the Alexander Wang community, such as Lexi Boling, Binx Walton and Hanne Gaby.
The adidas Originals x Alexander Wang drop 3 will be available in-store and online at NRML (184 Rideau) & SELECT (318 Richmond) in limited quantities this Saturday April 1st.