Mary Katrantzou teams up with Adidas Originals
Mary Katrantzou is working on her first footwear and women's ready-to-wear collection for Adidas Original as part of its fall collection. Crowned by the British Fashion Award as the best emerging talent of 2011, the "queen of prints" is now making her debut in streetwear, although she has already worked together with fast fashion brand Topshop on a number of projects.
"The collaboration between Adidas and Mary Katrantzou merges the exceptional talent of one of the most interesting designers of today and a company that embraces many different cultures from sports, pop, music and fashion," said Dirk Schoenberger, global creative director of the Adidas sport style division. The brand just signed up American artist Pharrell Williams for a long-term project.
"I admire Mary’s extraordinary sense of printing techniques, colors and silhouette that will bring another amazing new aesthetic to the Adidas originals women's collection," said Schoenberger.
The move is part of the German sport and lifestyle brand’s fashion offensive after many successful projects with designers such as Rick Owns and Raf Simons on sneakers, and Opening Ceremony and Jeremy Scott for international capsules. Recently the brand forged two co-branding initiatives with the British Barbour brand and retailer Topshop.
Topshop has tapped Mary Katrantzou on many occasions to create affordable ready-to-wear collections. French leather goods manufacturer Longchamp also hired Mary Katrantzou in 2012 to create a handbag capsule.
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