Fashion brands and sports brands, the match is a winner

Fashion with a capital M, once elitist and unattainable, has come off the heels and entered the gym to never leave it (at least for now). So much so that to go back to the peaks of Olympus couture in killer stiletto he does not think about it at all. If anything in sneakers.

It is now clear that garments and accessories born from the close encounters between luxury brands and athleisure brands generate hype. Don’t mind Marilyn, but in 2022, fitness-à-porter partnerships are girls’ best friends. And of the boys, of course.

Let’s take just one: 16 years old, handsome, clicked, very popular, Gen Z icon and son of the most influential and chat pop star ever, Madonna. With her David Banda he went to New York a few nights ago to attend a boxing match at the WBA Lightweight World Championship.

In coordinated lookthe two obviously attracted the attention of the flashes: the 63-year-old pop star wearing the oversized black jumpsuit from the new collection of desires adidas x Balenciaga, which is part of the Resort 2023 line of the label led by Demna Gvasalia. The teenage son with a long red dress and V-neck from the collection adidas x Gucci, proposed at the fashion show Exquisite last February, a reinterpretation of the dress that the German sports giant had created in the 90s together with Laura Whitcomb of Label NYC.

And that, at the time, the famous platinum mother had shown off at the premiere of Sleepless in Seattlestarting the trend of sporty dresses that we feel free to wear now whatever the generation we belong to.

David’s dress inevitably went viral and immediately sold out, as did the adidas x Balenciaga garments and accessories, (twenty-two looks, including Triple S colors and the classic sweatshirt with a zip decorated with a double logo) put on sale 30 minutes after the end of the show, which was staged at the New York Stock Exchange on May 22, in see-now-buy-now and immediately transformed into wannahave.

The line has slightly anticipated the release, scheduled for June 7, of that of the fitness brand with Gucci presented by the Florentine maison, as we said, during the Milan Fashion Week among the proposals for Autumn / Winter 2022-23. No overlapping for the two excellences of fashion: to each his own since the adidas line for the French giant is streetwear and urban, for the Italian one more colorful and romantic.

After the pandemic, Do comfortable clothes still win? Yes, but luxury, to stand out, perhaps, and to say that you are part of one crew as we have felt isolated for too long. Meanwhile, the embarrassment of choice grows because of fashion alliances between the world of the catwalk and sport more than ever before.

Also in February, during London Fashion Week, the colorful Roksanda x Fila co-lab was presented for the next cold season, featuring maxi puffer jackets, cloud-like dresses and down ponchos. A smart move for the British brand to open up to comfy-coola sector in which it is now impossible for the fashion universe not to invest.

And so when the game becomes glamorous, more and more deluxe giants take the field. So too Michael Kors scores his winning stroke: a collaboration with Ellesse (Micheal Kors x ellesse, already available online and in stores), the historic Italian tennis brand, offering retro sportswear and accessories with a Seventies and Eighties mood. The plus? Emily Ratajkowski as a testimonial.

The Spring / Summer 2022 collection is ready to be worn Puma x AMI, also already available on the websites of the selected brands and retailers, which combines the identities of the two brands (the sportswear giant and the independent Parisian brand) to create something that is street but with an extra something. For the advertising campaign, wearing the minimalist garments (polo shirts, jackets, hoodies, shorts, sweaters and tops) marked with neutral colors and a shared logo, is the couple made up of Romeo Beckham and Mia Regan.

Finally, great expectations for the partnership that you do not expect, that is the one between Jacquemus and Nike (unveiled on June 28) for the moment only partially shown via Instagram and some campaign photos. Not just sneakers and athletic garments, but also skirts and stretch dresses. Sensuality invades the sports universe and we can’t wait to admire it on the catwalk.

At the moment it is known that the line will include 15 pieces, including pleated tennis skirts, a bucket hat and a re-edition of the sneakers Humarathe favorite shoes of the French creative.

Have you lost track of the partnership? Don’t panic: start training your eyesight because in the gallery you will find a small recap / appetizer of the most sought after and awaited collabs.

– The new winning signing of AS Roma? Fendi
– Lacoste returns to tennis, his first great love, with a collection for Roland Garros
– Freddy, the power of movement