Gucci?  Adidas?  Meet Guccididas |  QG


Even before the models walked the runway for today’s Gucci Fall 2022 presentation in Milan, cell phone video had begun circulating in the social sphere with Rihanna and A$AP Rocky making their Fashion Week debuts as parents-to-be, double-kissing Edward Enninful and Anna Wintour in the front row. With the world’s most fashionable couple (see: Rih in a black latex crop top framing her midriff, Rocky clutching a Gucci monogrammed suitcase) in attendance, it was a sure sign things were about to really take off .

Yet guests were gathered at the proverbial house of Gucci to celebrate a different pairing: the Italian luxury brand’s collaboration with German sportswear giant Adidas, continuing in the tradition of the house’s 2021 hack of Balenciaga. that Gucci seeks to turn stripes into checks… of the euro, dollar and yen variety. (Please clap!)

A model walks the runway at the Gucci show during Milan Fashion Week Fall/Winter 2022/23 on February 25, 2022 in Milan, Italy. Daniele Venturelli/Getty Images for Gucci

In the new collection, Gucci creative director Alessandro Michele has returned to the “hack lab” to concoct a potent blend of last season’s polished ’70s Hollywood sleaze with Adidas’ quirky sportswear heritage. The result? Lots of sporty textiles and latex, crisp Crayola suits with Trefoil logos and Adidas’ signature three stripes running down capes, prairie dresses and trench coats. There was even a health goth riff – remember health goth? – on the usual finale of the wedding dress.

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Both Gucci and Adidas are plugged into fashion’s successful collaboration hyperculture, which grew out of streetwear and sportswear traditions. And if last year’s Gucciaga was a mutual hack, this year’s Guccididas was more like a friendly scrimmage – nerds against jocks, if you will. Interestingly, Adidas also recently relaunched its partnership with Prada, another Italian luxury brand, while ensuring that Capital-F fashion and sportswear collaborations are here to stay. (If you’re interested in the business side of things, Gucci and Balenciaga fall under luxury conglomerate Kering, while Prada is owned by the Prada Group.) As long as that means more low-heeled Samba dress shoes, it looks like a win.



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