Monday was focused on collaborations and endorsement and one collab in particular which has been the hot topic of the last week or so, featured Kayne West and Adidas Originals, where they presented their fame centred audience with an interesting twist on military combined with street wear.
West has previously worked with Adidas' rival, Nike and surprisingly, due to restrictions in creativity, he left the company. However in the design process for this collab, he states (in an interview with style.com) that there were boundaries and although not a designer himself, he was allowed to be more creative and take charge a little more. To me this dominance is reflected in the clothes. The simplicity seems to reflect the personality of the rapper, and certainly over powers Adidas's feature in the range. So what do Adidas gain from this? Well the popularity of the rapper will certainly attract attention to the brand, and lets face it you wouldn't see Adidas on the runway any other way... Besides this, Kayne and Adidas have produced a range which targets more people than either would of their own, its affordable and due to the high street location of Adidas, it's accessible, which is something Kayne believed strongly about.
Personally, I'm not a huge fan of the collection (in the way that I would't choose to wear it) however I praise Kayne for his efforts. He created a military inspired show which was unusually displayed but in a way which allowed the audience more time to admire the collection. The variety of models also made the show a lot more authentic, it can get boring seeing such similar models on each and every runway. West expresses that casting was an important stage in this process. He thought about it from the start and concluded that the army wouldn't eliminate certain people so neither would he. His variety in models included current supermodel, Kendall Jenner's sister, Kylie Jenner, who thanked Kayne on twitter for allowing her to be part of his show and believing in her.
Overall the show seemed a successful and certainly caught people's eye, but is that perhaps down to the impressive frow? Who knows!
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