Adidas and Wang work together to disrupt the fashion world
Alexander Wang is no stranger to high fashion, and he’s no stranger to cool sporting brand Adidas, for whom he designed his third Originals collection. This time round, Wang’s work will focus on “production errors and factory inconsistencies.” Wang finds this subject fascinating, and a source of unexpected beauty – but he also understands why some companies might not be bold enough to celebrate their mistakes. As a result, he recently said he was thankful for Adidas’ “open-minded” approach to design.
Adidas’s share price has appreciated by 12% so far this year
SOURCE: Yahoo Finance
Wang explained to Vogue Magazine in the United Kingdom: “In fashion, we're always chasing this idea of perfection, but sometimes imperfection is just as interesting, if not more so. It was really exciting to watch Adidas, who has such a large footprint, open up to that idea. I thought was very brave of them.”
Wang is convinced that the fashion world is undergoing intense disruption at the moment, and he’s placing his bets on Adidas to be a part of that trend. He says “when it comes to getting dressed, there are no rules anymore,” and describes the woman for whom he designs as an “alpha female, she’s out there and she isn't afraid to be herself, to speak her mind and get what she wants. She’s a total non-conformist.”
This change in attitude is what, for Wang, drives disruption in the fashion world. He told Vogue: “Street fashion is becoming a point of disruption in this industry. It’s making a lot of people wake up and challenge the status quo,” he explains. “People are looking a lot more at process and the relevancy of fashion shows," and Fashion Week. “It’s an exciting time to get people to talk and think differently. I think it’s healthy not to get too comfortable.”
Adidas already has a habit of pushing out in front – it’s what let it compete with giant trainer-maker Nike. The company will be hoping that this new, subversive, approach to fashion will bolster its cool-credentials and let it step out in front of its rivals once more.
Dominion holds Adidas in its Global Trends Luxury Fund.
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