From Paris to Hamburg, See How adidas x Gucci Launched in Style Across Europe
After months of anticipation (which feels like years in fashion-landia), adidas x Gucci has finally been released. A build-up of such length requires an equally, if not greater, launch, and we can confirm that the power duo came through.
The joining of the esteemed Italian house and German sports giant is one of the greatest European love affairs we’ve witnessed, and the release was celebrated in suitable style across the continent. Starting in Hamburg and Paris, and following the night later in London, the collection launch brought together friends and family of the brands for an evening of adidas x Gucci extravaganza. From voguing to a surprise performance by musical legend Nile Rodgers of Chic, impromptu roller skating performances, and more – here’s what went down.
Paris
Things kicked off in Paris at the striking The Centre de La Danse, the brutalist backdrop juxtaposing with the kitschy and colorful collection. As you would expect from the launch of one of this year’s most desired collabs, the fashion capital kept things cool and classy, tapping into the city’s underground dance scene and queer community with performances by DJ Urumi, Klon, and talks on dance and inclusivity, sports and style, with Kiddy Smile and Habibitch, Ysaora Thibus and Paul Pogba respectively.
Hamburg
Meanwhile, in Hamburg, the release was celebrated at the Alterhaus with an elaborate custom shop-in-shop that filled the iconic department store’s expansive entrance hall. Plush carpets and entire walls were adorned with the Gucci x adidas logo mashup in the collection’s retro, '70s-inspired color palette. Matching bespoke quilted trunks and ottomans displaying Gazelles and bowling bags lined the store, giving way to an open space where Oumi Janta, Zoe Wees, and Patrick Mason performed in full Gucci x adidas get-ups.
London
Of all three cities, London’s venue, the Peckham Liberal Club, lent itself best to the collection's ‘70s aesthetic. A hidden treasure in the city’s South, the community members club's wooden interior, red velvet curtains, and the stage's backdrop of shimmering, golden streamers transporting guests back to the groovy, disco-tuned, warm-hued era.
Under custom umbrellas in the club’s yard, guests gathered with a number of recognizable faces including Alexa Chung, Ian Wright, Bree Runway, and our favorite trainspotter Francis Bourgeois. Inside, branded snooker tables, lamps, and a light board presented the perfect photo opportunity and provided entertainment before the evening's highlight commenced, a performance by the one and only Nile Rogers of ‘70s legends Chic.
Just like the collection, all the soirées were beautifully executed – the decor vibrant and funky but finished with the required Gucci finesse.
Explore it, here.
