Last night at First Thursdays adidas Originals launched the newest styles from the SS16 Tubular collection. With 3D motion graphics lighting up the facade of the AREA3 store, the blockparty launch aimed to capture the essence of the Tubular’s conceptual style that pays tribute to the iconic adidas technologies from the 1990s with the functionality and design updated and abstracted to meet 21st century demands.
The lookbook for this collection takes this aesthetic cue and brings it to vivid life on the streets of Braamfontain, the home of AREA3. Styled by Gabrielle Kannemeyer and photographed by Kristin-Lee Moolman, the looks are sleek and sporty, set against local Braamies backdrops. The lookbook retains a coherent link to the global Tubular lookbooks done for Shanghai, Berlin and Paris, but interprets and contextualises with a distinctly Johannesburg aesthetic.
“The Tubular shoe can be described as edgy and progressive yet versatile”, Gabrielle explains, “and we wanted to translate that in the shoot by using locations and architectural elements that incorporate lines, shadows and sharp angles, juxtaposed against the softer, rounder Tubular silhouettes.” For her styling, Gabrielle drew inspiration from the varied and vibrant ways in which Jozi locals express themselves through fashion. Incorporating the Tubular’s Y3 shape and aesthetic into each of the looks through a combination of functional and progressive layering, Gabrielle says that the various styles in the lookbook are reflect how one would find people wearing them on the streets of Johannesburg. Gabrielle concludes that “it is exactly this that Tubular embodies – versatility and functionality, and ultimately crossing boundaries and borders in the fashion space”.