First shown during the Exquisite Gucci show – a mirror image of reproductions and metamorphoses of historical emblems over a sartorial offering of streetwear – the first adidas x Gucci collection expands on this creative concept inspired by their shared affinity for the three stripes. Unveiled in a lookbook published last May, this transversal selection reflects the kaleidoscopic aesthetic of Alessandro Michele, combining the codes of the House with those of the historic sportswear brand and, therefore, those of haute couture and streetwear.

To mark the launch, Alessandro Michele has conceived a campaign directly inspired by an archival adidas catalog from 1979. The concept is brought to life through a series of moving images captured by Carlijn Jacobs and rendered in the form of a grid. Models stretch, run or dance against colorful backdrops to a soundtrack of contemplative phrases such as “When our thoughts come true, we understand the true meaning of magic.”