Adidas remixes Kate Moss campaign from 1993
Kate Moss has partnered with Adidas to launch its re-issued Gazelle sneakers.
The German sportswear brand remixed the supermodel’s original advertising campaign from 1993 (lensed by by Denzil McNeelance) by partnering with Insta-collage artist Doug Abraham. The New Yorker gave the vintage campaign a fresh spin by introducing denim and punk elements that add a contemporary twist, a process he describes as ‘Reappropriation’ visual raw material.
In an interview with ‘Business of Fashion’ Adidas brand consultant and curator Gary Aspden said that using Kate Moss in the campaign imagery was a natural choice because her look remains so relevant. ‘Like the Gazelle, Kate Moss is just as relevant in 2016 as she was back in the 1990s, which is why the image works so well. Kate told me earlier this year that when it comes to trainers she has always been an ‘Adidas girl,’ so there was an affinity and an existing synergy there.’
Elaborating on the re-launch Nic Galway, vice president of global design at Adidas Originals told BoF;’We’ve had great success with [re-issuing] the Stan Smith and the Superstar. The original Gazelles were very slim and European. The 1993 Gazelle was a little bit bulkier, a little bit heavier and it’s really iconic in the memory of that moment.’
The Gazelle shoe is available in twelve new colors and with the relaunch Adidas hopes to build on the success of Stan Smith.
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