Manolo says, look at this story!
Adidas has made available to FWD a first look at the ad campaign shot by Karl Lagerfeld for the brand's adidas Originals collection. [...]Manolo says, ooooh, look at the Adidas, they are so fashion forward, celebrating the originality by the hiring of the aged and evil hack to shoot the commercials--not design the clothes, shoot the commercials--for the clothes that they introduced the decades ago.
"Karl Lagerfeld has been the ultimate fashion designer for three or four decades, the high priest of luxury and style. That's perfect for adidas Originals, the ultimate aspirational street fashion label," said Michael Michalsky, Global Creative Director of Adidas, who also hired Karl's great buddy Stephen Gan, founder and creative director of Visionaire, as art director.
For Gan, "the idea of bringing a fashion edge to one of the most recognized global brands in the world was probably the biggest challenge... Lagerfeld accepted enthusiastically the idea as he recognized immediately the potential of adidas' Originals as the top end street fashion brand."
The ads are meant to "Celebrate Originality," the label's term for the campaign's concept. "We wanted positive images, not a guy lying on a table surrounded by broken glass. That is so over" added Michalsky. The feature a series of sexily healthy models — Caroline Winberg, Iselin Steiro, Jaunel Mackenzie, all from Women agency, plus Brad Kroenig (Ford), Din Yates (Select) and Gabriel Mattar (40 Graus) — interlinked in various poses.
"We wanted to work with Karl to have that contradiction of the unique experience of a man of 65 creating the images of a brand whose target are 16 to 25 year olds," said Michalsky.
Originals, which features the leaf life Trefoil logo, is mainly composed of classic retro pieces, or redesigns of signature looks from the adidas canon.
There is this final detail of the ridiculous.
Lagerfeld, who currently in Japan, for the launch of the new mega 10-story Chanel boutique in Tokyo, has been sporting a vintage dark blue nylon adidas jacket made for the Munich Olympics, a present from the label.The image of the Lagerfeld in the adidas track suit, like the Eastern European gangster, it is too much for the Manolo. He laughs!
