Wednesday, 4 February 2009

SLVR for spring

I've just seen the new adidas SLVR line launching in stores this month - and it's got me thinking about a whole new fitness wardrobe for spring.

Following the German sports brands other successful sub-brand launches such as Y3 and the Stella McCartney collaboration, SLVR sits just underneath in terms of price point and serves a more mass market fashion-led sports lifestyle customer. Think Uniqlo meets Gap with a sports mindset.

The range includes non-branded (very important that, not a trefoil in sight) menswear, womenswear and accessories, and the look is fluid, easy and very everyday wearable. Great colours too.

Chris Barbour, head of global digital marketing for adidas sport style division described it: "Kicking off the first season with the mantra ‘Simply Perfect’, the range shows a timeless and considered design; one that conveys a minimalist character, yet is fresh and progressive."

The first retail store is set to open in New York during Fashion Week, with stores in Paris, Los Angeles and Miami to follow. It's ecommerce only for the UK at Meanwhile I thought I'd share not one but two youthful and energetic pieces of communication: look book and viral film - view here on vimeo.

Shot by renowned photographer Mark Segal and art directed by Pietsch Lim, the SLVR promo film brings the new concept to life through strong black and white visuals and a sound track by Say Hi to Your Mom.

No comments: