The Adidas x Stella McCartney Spring/Summer 2014 campaign shows off a rather youthful look at model Katryn Kruger. In the pictures taken by photographer Tyrone Lebon, Kruger assumed the athletic persona of a yoga teacher as she bent forwards and stood upright.
Although Kruger was doubled over in some of the Lebon shots, she nonetheless managed to display the collaborative collection. Showcased in the pictures are their retro yet modern designs, seen in bright orange jackets, shorts tied to sporty tank tops and high rise bright yellow bikinis.
Aside from the yoga positions displayed in these advertisements, one of the most arresting components of the campaign is its display of accessories. Sock-like shoes are matched with open flap bags, making for a versatile set of apparel.
Why This Trend Is Growing
- Youthful Yogi Fashion
- Disruptive innovation opportunity: Develop sustainable and eco-friendly athletic wear specifically designed for young yoga practitioners.
- Collaborative Collections
- Disruptive innovation opportunity: Create partnerships between fashion brands and designers to produce unique and trendsetting athletic fashion lines.
- Versatile Accessories
- Disruptive innovation opportunity: Design multifunctional accessories that can be used in various athletic activities.
Industries Being Reshaped
- Fashion
- Disruptive innovation opportunity: Integrate technology into fashion design to create smart athletic wear that tracks and enhances performance.
- Athletics
- Disruptive innovation opportunity: Develop innovative training equipment and tools to improve athletic performance and prevent injuries.
- Marketing
- Disruptive innovation opportunity: Utilize social media platforms and influencer collaborations to create engaging and interactive marketing campaigns for athletic fashion brands.
