A Playful Twist on Sportswear
AVAVAV AND ADIDAS DEBUTE THEIR NEW COLLABORATION AT MFW
AVAVAV unveiled their new collaboration with Adidas Originals for SS25 at Milan Fashion Week, drawing significant attention on social media for its unique concept and creative approach. As an independent fashion house founded in 2021, AVAVAV is known for its commitment to creative freedom, humor, and design evolution, led by Creative Director Beate Karlsson. Describing the collaboration with Adidas as a "long-time dream," Karlsson shared that she was given ample creative freedom from the outset. "From the start, I was encouraged to 'make fun' of Adidas. There’s irony in how seriously we approach both sports and fashion, and exploring that while keeping a serious tone has been incredibly enjoyable," she said.
The collection featured a bold color palette of black, white, and red, offering sports-inspired silhouettes such as cropped track jackets, oversized puffer coats, and track pants—developed with Adidas’s input. Unlike many luxury brands that aim for performance wear in sports collaborations, Karlsson's approach stayed rooted in fashion, turning tracksuits into suits and sneakers into stilettos. "Fashion trying to imitate sportswear is amusing because our sportswear is far from functional," Karlsson noted. After visiting Adidas’s archive at their Herzogenaurach HQ, she was inspired to play with iconic designs like the Superstar shoe.
The runway show itself was as unconventional as the designs, with models power-walking and some even stumbling in AVAVAV’s footwear. One standout model wore a painted-on sports vest, while others sported exaggerated three-inch fingernails, mimicking Adidas’s signature three stripes. This season's textures were defined by velvet jackets, sheer tulle veils, and distressed denim.
At NYES, we find this collaboration incredibly inspiring for its irony, creativity, and reimagined iconic designs. AVAVAV’s approach to transforming traditional sportswear elements, like Adidas' three stripes, into innovative fashion sparks new ideas for refined embroidery work, which is our specialty at NYES. The exaggerated, playful details in the collection offer exciting opportunities to explore unconventional textures, proportions, and placements in our embroidery.
The creative freedom showcased, alongside the bold color combinations and striking contrasts, encourages us to rethink traditional techniques and embrace more artistic, fashion-forward approaches, helping us stay ahead of future trends.
Subscribe
Subscribe for more! Get the latest updates from our studio.
