Adidas has quietly become a major fashion player
Having completed our in-depth coverage of the Milan and Paris men’s season with more than 35 show reviews by our Editor in Chief and renowned fashion critic Godfrey Deeny with support of our founder Markus Ebner, we find it noteworthy to have another look at some German players at these fashion weeks. In fact, it turns out that sportswear giant adidas under the leadership of Creative Director Dirk Schoenberger has also become a major fashion player. Within 24 hours in Paris, from a Wednesday 9pm Raf Simons show, followed by an 1130am Kolor by Junichi Abe and 1230 Rick Owens catwalk the next day ending with a 5pm Yohji Yamamoto men’s presentation, the brand flexed its muscle. Of course, not to forget the Y-3 show, the long standing sport style collaboration the Germans have with design great Yohji. We hear these collaborations are super successful and judging from most of the editors feet in the front rows we have seen, it’s clear that adidas is back with a vengeance. The Stan Smith for example is everywhere. Apart from fashion, there is Pharrell and Kanye, but before Berlin Fashion Week starts and the focus on German talent comes to the forefront, we show you how the trend item of the moment, the sneaker, is energizing the runways of these top designers and, of course, the German brand.