As adidas Originals steps into spring with one winning collection after another (Star Wars collaboration to kick start the year Lord Vader style, then the coveted and high profile Originals by Originals collection, just to name a couple), the label is following up with fresh gusto with a new A.039 line. The A.039 line pays homage to the classic adidas Originals aesthetics with simplicity and a revived heritage Originals spirit. For those who are confused by the significance of “A.039″, it is an internal reference code within adidas for adidas Originals blue. As such, the collection stays true to the bare essence of adidas Originals spirit with a fusion of simplicity and youthful energy.
To promote the line, adidas Originals has teamed up with U.K. fashion magazine, Volt, photographer Joost Vanderbrug and stylist Cynthia Lawrence-John to create a special advertorial shoot. Volt is a creative hybrid created with an aim to showcase work by influential international talents on the British scene; meanwhile, Cynthia Lawrence-John is known for her work with Ladies of style– Lady Gaga, Lady Sovereign and Ladyhawke; Joost Vanderbrug is not only a seasoned veteran with Volt, but has also worked with labels such as Jean Paul Gaultier and Levi’s.
The video documenting the advertorial shoot is an interesting mix of vintage and grunge meets contemporary, filtered through a dreamy Lomography-esque lens. The faded reverie bodes well with the energetic collection as the collection and styles gain a comfortable, familiar, worn-in quality. Check out the video and stay tuned for the full release of the A.039 Spring/Summer 2010 at adidas Originals stores near you.