Adidas by Stella McCartney uses VR to preview FW17 collection

By

Barbara Santamaria

Published
Jul 14, 2017

Adidas by Stella McCartney’s new collection for the Autumn/Winter 2017 has been exclusively revealed to selected guests at a presentation in Tokyo. The event invited guests to immerse themselves in the Adidas by Stella McCartney lookbook via virtual reality.

The experience explored the collection’s main themes, city and nature, and showcased key looks from the Run, Train and Yoga ranges within four workout scenarios.

“City life and the outdoors both provide a boundless source of inspiration for me," McCartney said. "The new collection exemplifies that in the nature-inspired prints, detailing and the different technologies used. Every design has been considered so women can get creative and thrive in different environments, no matter what workout they’re doing or what the weather is like. We wanted this to come across in a fun and innovative way, which is why we’ve created this playful virtual reality experience."

Guests were also led through a VR gallery featuring FW17 campaign and lookbook imagery, and transported between the two, parallel worlds the collection is inspired by.

The experience included synchronised performances from four female athletes, including Japanese influencers Yuka Mannami and Chiharu Okunugi.

The collection will be available from this month in the flagship Adidas by Stella McCartney store on London’s Fulham Road, Miami’s Lincoln Road and Miami’s Aventura Mall, as well as Stella McCartney stores and Adidas concessions.

High-end department stores such as Lane Crawford, Neiman Marcus, Isetan, Le Printemps, Harrods and Nordstrom, will also carry the collection.