The adidas x Gucci collaboration is the result of a natural creative ease.
Collaborations are often a shrewd exercise in merging brand signifiers to produce desirable hybrids that tempt consumers. But not all collabs are created equal. In some instances, such experiments have produced new specimens born out of genuine creative affinities.’s adventures in the sometimes slippery terrain of label partnerships.
An avid collector of adidas Gazelle sneakers, Michele is a longtime fan of the label. Its sporty retro glamour resonates with his sentiment for the past, so the marriage between Gucci and adidas seems to be the result of a natural creative ease.
The play on interlocked logos was spread with gusto across the women’s and men’s collections, which exude a gender-fluid, dressed-up athletic vibe.
Michele’s beloved Gazelles were also Gucci-fied, featuring the intertwined GG lettering. Clogs, poolside flatforms, and cone-heeled pumps were marked with the monograms of both labels. On luggage, the Trefoil was joined by the Gucci logo spelled backwards, while the horsebit crossbody and tote were decked out in an allover trefoil print. From umbrellas to headbands to golf bags, no surface has escaped the hybridizing exercise.
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