LONDON — Adidas is stepping further into the fashion arena with a new collection by Stella McCartney — but this time performance is as much a focus as style.
The two companies today will reveal the Adidas by Stella McCartney label, a full collection of performance activewear for running, swimming and fitness bowing for spring. The 58-piece line will include clothing, footwear and accessories made of high-tech fabrics and fashioned for everyone from amateur gym-goers to professional athletes. Prices will range from $48 (40 euros) to $242 (200 euros).
McCartney and Adidas will reveal the details of the project during a news conference at the new David Barton Gym on 215 West 23rd Street in New York. On Thursday night, they’re planning a party at Sky Studios on Broadway to celebrate the launch.
“This collection is straight from the heart — and it’s the real thing. It’s not about me designing a little pair of sweatpants,” said McCartney during an exclusive interview.
“Sports clothing for women is such an ill-addressed area. What I found out there when I started my research was really insulting and degrading: Head-to-toe baby pink or baby blue outfits. They were so bad, they were almost cool,” she said with a laugh. “And the performance-driven stuff just wasn’t attractive.”
McCartney, whose line is for the sport performance division of Adidas, said she tackled the project, which has been in the works for about seven months, on two fronts: Technology and fashion. “Every piece is technology driven. We were really true to that,” she said. Her other priority was to make sure the clothes looked good even outside the gym.
“Why should you have to sacrifice the cool or style factor because you’re working out? You should be able to stick a pair of heels on, and wear the same outfit to the pub.”
Michael Michalsky, global creative director of Adidas-Salomon AG, said the company chose McCartney because she is one of the most talented designers in the fashion business. “She has a great sense of color and gets the balance right between being feminine and being real. And she connects simultaneously with street culture, prêt-à-porter and bespoke tailoring. She’s a very underrated designer,” he said in a telephone interview.
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