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More Fashion infused Sportswear -Adidas by Stella McCartney Today's female consumers are increasingly more demanding and sophisticated. Surely, this is due in a part to their healthier lifestyle which includes gym workouts, yoga, and dance lessons. These women also want a powerful punch of style in their athletic wear. The collection, Adidas by Stella McCartney has stylish, relaxed and functional aspects as sportswear that would be perfect for these demanding customers. Khaki, moss green and plum…the sophisticated colors of the collection are infused with accents of red and gold. The use of swags and ribbons are prominent in the collection. These embellishments are a trademark of Stella McCartney’s design sensibility. The collection is perfect for street wear as well. One might want to avoid wearing these exquisite pieces at the gym – we can’t imagine sweating all over them! There is a growing trend in the athletic performance sportswear category for key items to purchased for their fashion appeal rather than their sport performance features. Previously, Adidas released Y-3, a collaboration with Japanese designer, Yoji Yamamoto on the design of an athletic inspired collection of clothing and accessories. The Y-3 collection gained popularity among fashion-conscious trendsetting customers not only in the US but Japan and Europe. RespectME, the Adidas and Missy Elliot line was a huge success with fashion conscious consumers as well. One of the largest sporting good manufacturers, Puma, is no exception. The company has released a shoe collection called Puma by Mihara Yasuhiro. Mihara is an esteemed designer in Tokyo and known for his unique shoe designs. Previously, Puma introduced yogawear label, Nuala designed by the supermodel, Christy Turlington. It is no longer a unique concept for sport apparel companies to collaborate with fashion designers. It is now requisite and is a driver in the apparel marketplace as superstar designers continue to be pulled in by athleticwear companies in order to attract the fickle consumer’s attention. When the Adidas by Stella McCartney collections were launched at a Japanese high-end department store called Isetan in Tokyo for a trial run. Japanese customers waited in line before the store opening and some of the products were sold out within hours. -Sumi Kokubu |
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| Editors Picks from the adidas by Stella McCartney Collection | ||||
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