Recently, a new adidas Originals editorial dubbed 'Campus' was released to celebrate some of the iconic sportswear brand's newest offerings, which stars model Tavia Bonetti, and skater Blondey McCoy.
Throughout the shots, the two pose throughout different areas in the heart of New York City, which gives the editorial an energetic vibe that speaks to the youthful consumers who are likely to purchase the apparel for themselves. Tavia Bonetti explained her perspective of the editorial by saying "What resonates with me most when I see the Campus is a mix of music and fashion. I can see Campus in so many eras from the ’70s, ’80s, ’90s, and now 2000s music. I love to wear my Campus’ with a nod to all of those eras."
90s New York-Centered Editorials
Tavia Bonetti and Blondey McCoy Functioned as adidas' Muses
Trend Themes
1. City-inspired Fashion Editorials - Opportunity for brands to create energetic and relatable fashion editorials that resonate with youthful consumers.
2. Nostalgic Fashion Influences - Chance for brands to tap into nostalgia by incorporating elements from past eras like the '70s, '80s, '90s, and 2000s.
3. Cross-disciplinary Collaborations - Potential for collaboration between fashion models, skaters, and musicians to create unique and dynamic brand experiences.
Industry Implications
1. Fashion - Fashion brands can leverage city-inspired editorials and nostalgic influences to enhance brand affinity and reach younger consumers.
2. Music - Opportunity for musicians to partner with fashion brands to create cross-era campaigns that merge music and fashion aesthetics.
3. Skateboarding - Skate brands can collaborate with fashion labels to showcase the dynamic and expressive nature of skateboarding through urban fashion editorials.