The most comprehensive partnership ensued when Stella McCartney and Adidas joined together to produce an entirely innovative sportswear collection for women. The two brands have worked together since 2005 in designing a unique concept to introduce to sportswear. The SS17 collection comprises of sportswear fashion for various disciplines including running, yoga, cycling, tennis, swim, and even surf. The line is unlike no other and this was exactly what the two brands hoped for. An interview was held with Stella McCartney, discussing her motive on her newly found partnership with Adidas and the designer made this comment:
“I really wanted to change what I saw out there. Sports clothing for women, in particular sports performance, was such an ill addressed subject. The colours were very basic and there wasn’t much variation in design. I saw this as a real opportunity to put it right by offering women something they could work out in and still feel good about the way they look. Also, on the technical side, I find it really exciting to work with cutting edge sports performance technology and offering it to women.”
The new collection takes on another level of sportswear performance technology and incorporates expression with permanence. McCartney made it her mission to create a line to allow for comfortably and allow women to dress in accordance to their individuality. Keeping her originality, the pieces all follow the same code of ethics in relation to Stella McCartney’s style. The new SS17 collection includes her recognized sleek cuts, lines, feminine tailoring and snug fitting. Her new partnership has introduced the public to fresh designs of sportswear, but the Stella McCartney we are all used to is never to be lost.
Visit adidas by Stella McCartney to shop the collection!