Models debuting a collection of swimwear don't often get to take the plunge, but this was not the case for the Stella McCartney for Adidas Spring/Summer 2014 runway. Rather than setting up a traditional catwalk, this unique runway show consisted of a long tank of glass, set up so that models outfitted in Adidas swimwear could show off the gear as it was meant to be worn underwater.
As well as being far more entertaining than a regular swimwear runway show, this dynamic display is a great testament to how these designs perform. On top of the swimmers, McCartney presented other sportswear garments on groups of gymnasts, indoor cyclists and joggers, having models break a sweat.
Synchronized Swimwear Stunts
This Stella McCartney for Adidas Put Sportswear to the Test
Trend Themes
1. Underwater Fashion Shows - There is a disruptive innovation opportunity for fashion brands to create unique runway shows that feature models showcasing swimwear underwater.
2. Performance Sportswear - There is a disruptive innovation opportunity for sportswear brands to create designs that are not only stylish, but also perform well during physical activities.
3. Entertainment in Fashion Shows - There is a disruptive innovation opportunity for fashion brands to incorporate entertainment elements in their runway shows to create a more engaging experience for the audience.
Industry Implications
1. Fashion - There is a disruptive innovation opportunity for fashion brands to explore new ways of presenting their collections through unique runway shows and incorporating entertainment elements.
2. Sportswear - There is a disruptive innovation opportunity for sportswear brands to focus on creating performance-oriented designs that cater to the needs of athletes and active individuals.
3. Event Management - There is a disruptive innovation opportunity for event management companies to specialize in organizing unique and engaging fashion shows that incorporate entertainment elements.