Singapore — For the first time ever in Southeast Asia, all five labels under the Sport Style Division and Adidas by Stella McCartney came together in a by- invitation-only fashion presentation at Ngee Ann Civic Plaza, Orchard road.
More than 400 invited guests from media, business partners, celebrities, fashion enthusiasts and consumers from Singapore and Southeast Asia attended the event.
The night showcased Adidas fashion labels for the first time on a 22-meter black slick grass runway with a mix of professional models, celebrities and stylish personalities from the region. A new technology called projection mapping was used throughout the show.
First out was Y-3. A projection and short interview on fashion icon and the label’s designer Yohji Yamamoto opened the segment. For the first time out of New York Fashion Week, a capsule collection of six looks was presented that night. Acclaimed Singaporean actor Christopher Lee opened the show.
The sleek Porsche Design Sport followed, debuting in its first fashion show outside of Carrera Cup events with Singaporean architect and model, Bruce Ngam. In their ninth season collaboration, Porche Design and Adidas combined performance technologies and refined style. It was cutting-edge engineering and purist design in driving, golf, running and fitness, tennis and water/snow sports. The season’s driving range collection is engineered with performance-enhanced details such as climate regulation, wind and rain protection for superior comfort, fit and control in all types of weather conditions. The brand is all about understated luxury sportswear using the industry’s most advanced technology and exclusive materials.
Singaporean heartthrob Dai Yang Tian and former Miss Universe Natalie Glebova represented the SLVR label on the runway in its first fashion presentation to the public. For spring/summer 2011, Adidas SLVR drew inspiration from prep classics — varsity jackets to seersucker jumpsuits, gingham shirtdress and plaid button-downs in both neutral tones and bold strokes of primary colors. The season’s collection was all about ultra-clean, ultra-modern sportswear with a classic New England twist. For women, sheer knitwear, crisp cotton trenches, linen suit jackets with cotton knit sleeves and east tennis dresses in layered fabric spelled a fusion of comfort, ease, technology and luxury. While the men showed up in clean and graphic preppy looks from varsity jackets to brightly colored windbreakers, slouchy, ultra-baggy track pants and seersucker and plaid shirts. Long time-Adidas contributor, designer Jeremy Scott, also brought his signature bold design aesthetic to a limited capsule collection for the season — from a nylon anorak with pleated cotton bib to hooded dresses and voluminous shorts printed with bright block letters.
Inspired by summer outdoor activities from long walks in the park to music festivals, Adidas by Stella McCartney introduced a new outdoor category, Weekender. Malaysian actress Carmen Soo whom we are familiar with, walked down the runway in a tennis getup from the label. One of the top three women’s tennis players, Caroline Wozniacki wears the tennis collections both on and of court for all the Grand Slam tournaments of the season showing the high-performance and sophisticated design details of the label. The functional fashion collection fused top-level technology, 3xDRY (water-repellant and anti-odor) with unique designs. Highlights included a blanket cape with a military take, a red sleeping bag and fashionable rubber shoes. “The Weekender summer festival pack is a celebration of the season, people enjoying being outside and enjoying their surroundings and getting at one with nature, using life to its fullest,” said Stella McCartney. The label, a unique concept for women focused on functional sports range is also part of Adidas Better Place Program using materials from a sustainable source, produced without dangerous chemicals and manufactured under the highest workplace standards with waste and energy management systems in place. I am a big fan of the brand and to know that you are also buying with a conscience is a big plus!
The young alternative, Neo featured MTV VJ Holly Grabarek and our very own celebrity basketball player, Chris Tiu. The label reinvents wardrobe staples with a collection of head-to-toe looks for the young and stylish. Individuality and self-expression are reflected in the collections of apparel, footwear and accessories. Male models presented graphic tees, cargo shorts and hoodies in vivid colors and patterns, sneakers in primary, neutral and neon hues. This season, a capsule collaboration with world-renowned athlete, David Beckham featuring classic American sportswear was also presented. The collection’s basic sport-inspired styles incorporate extensive details, bold plaids and stripes. The girls walked in vibrant colors with embellishments on zip-up hoodies, leggings and graphic tees. There were also pastel plaids, flirty florals, simple stripes and wild animal prints. Neo takes inspiration from mainstream trends and combines them into an accessible label for the fashion-forward youth.
In an event of firsts, guests viewed the all-new “all Adidas” global brand campaign one day before its official launch last March 16. Celebrated and award-winning DJ Koflow together with Singapore’s pioneer beatboxing artist, Dharni, took the stage with an upbeat performance that made me want to stand and dance to the beat.
Opening the last collection of the night, Adidas Originals, were Singapore’s Butter Factory club owners Bobby and Ritz in the label’s design collaboration series with Jeremy Scott, followed by Indonesian band Alexa’s lead singer, Ananda “Aqi” Riztatio and Singaporean fashion editor Sherie Lee who presented the other lines within the Originals label. The spring/summer 2011 Originals by Originals (ObyO) collections of Jeremy Scott, Kazuki and David Beckham in design collaboration with UNDFTD’s James Bond reflected the individual interpretations of each design partner on “everything iconic”.
David Beckham/Design J. Bond collection is inspired by the movie “The Great Escape” with a clean and timeless line together with vintage American sportswear details.
Jeremy Scott’s tongue-in-cheek designs revolved around his favorite classic Adidas silhouettes. His famous graphic prints from his own main line were reinterpreted to the Adidas classics. He also brought back a creation he designed exclusively for Adidas — the Wings — on sneakers, a biker vest and wings motor pants. A main feature of the women’s collection is a feminine take on the motor cross bike jacket — a sexy crop leather version with patches of the Trefoil logo on the sleeves. Taking inspiration from Kanye West, who put teddy bears on his previous album cover, the JS Bear Shoe, a cuddly sneaker style of a teddy bear fused with a Metro Altitude Hi silhouette is launched. The JS boots are back, too — a wedge boot he once did with Adidas exclusively for Madonna’s world tour.
Tokyo designer Kazuki’s collection drew inspiration from various personalities and his friends. This season, watch out for a special ZX ADV sneaker designed with British musician Ian Brown, jackets and graphic tees with floral designs inspired by Azuma — a Japanese florist/artist and personal friend.
The latest collection of Originals by Originals range “Celebrities Originality” is a perfect combination of components of sports, fashion, street-wear and music.
The Adidas Sport Style day defined the brand. The event definitely defined the brands within the brand. They speak to different and specific consumers all over the world. You will definitely find one that best suits you and your lifestyle.
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