Britain’s newest print-obsessed designer is coming to a sneaker near you. Mary Katrantzou has teamed up with Adidas for a collection due in stores this November. Katrantzou has come to fame with her digitized prints and avant-garde structures, with a similar aesthetic to another British designer, Peter Pilotto.
All jock-loving fashionistas rejoice! This collaboration helps cement athletic wear’s place in fashion right now. Katrantzou follows in the footsteps of TopShop, Raf Simons and Stella McCartney with this partnership. As Katrantzou looks to expand her clientele, this relationship will help both Adidas and Katrantzou reach new fashion markets.
Katrantzou’s unique approach to print mixing and multi-media style will be a welcomed partnership for Adidas. Expect to see funky statement-making sneakers, patterned leggings, and loose athletic tops. These will be the kind of clothes college students dream of for those casual, comfortable, but still stylish days.
This relationship, and the announcement of Alexander Wang for H&M, is further proof that high-low fashion collaborations are here to stay. These partnerships, when thoughtfully chosen are awesome ways to introduce a high-end brand to a new customer. With social media and online runway shows, the average style maven has become even more knowledgeable about high fashion. So when, for example, Peter Pilotto for Target launches, these fashionistas flock to Target. We can only expect to see more of these partnerships, and as Mary Katrantzou for Adidas is a long-term collaboration, we look forward to all of the fabulous printed workout inspired clothes we can find!