Adidas Originals and Ji Won Choi Revive Classic

Adidas Originals and New York designer, Ji Won Choi, have partnered to create and launch a ready-to-wear capsule collection for women.

Adidas Originals has partnered with New York designer, Ji Won Choi, for a London Fashion Week debut. The ready-to-wear collection for women explores movement as well as the redefinition of the marque’s three-stripe designs through the lens of sport and culture.

The offering celebrates the designer’s Korean heritage with stylistic inspiration and cultural references. Choi adapted her personal design philosophy to offer a fresh take on the classic tracksuit. The debut took place at Hawley Wharf, an underground Camden location.

The space hosted a multi-layered structure, with each referencing a colour from the adidas Originals array. The set was inspired by a staircase whose layout cajoled movement from the models in a continues loop, dressed in lavender, dark blue, red, green, pink, and black.

The premiere features 17 pieces and spans various styles to include tracksuits, jumpsuits, bodysuits, swimwear, and accessories. The colour palette affords a graphic contrast to the white stripe detail of the collection. An upcoming spring offering will be in black and white.

“Ji Won has a strong point of view with her use of colour, contrast, and signature design element of conceptual stripes. We saw an opportunity to turn over our iconic three stripes and adicolor apparel to her to interpret through her lens,” said Alexandra Weiland, Director of Creative Projects, adidas Originals.

The Ji Won Choi collection will be available online from 23 February and sold globally across the group’s flagship locations. Select retail partners include Dover Street Market, Barney’s, Nordstrom, and Kith. A brand alliance has been struck with London fashion house, Fiorucci.

The article Adidas Originals and Ji Won Choi Revive Classic appeared first on World Branding Forum.

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