In a timely launch that coincides with the women’s football Euro championships, digital fashion giant ASOS is set to launch an exclusive womenswear collection that debuted with a London catwalk show ahead of its 15 July launch.
And although it’s produced in conjunction with Adidas Originals, it’s been solely designed by ASOS. The collection also represents a new chapter in the partnership between the two, “mark[ing] a new milestone in their ongoing collaboration”, hence the key catwalk presentation.
The extensive apparel collection is inspired by “iconic Adidas pieces and crafted with ASOS’ creative vision, promising to redefine summer style”. It features exclusive colourways, bespoke fabrics, embroidery- and trend-focused silhouettes “against a backdrop of 3-stripes history” with each piece “blending sporting heritage with enduring street style”, ASOS said.
To create the collection, ASOS said its in-house design team “immersed itself in Adidas legacy, researching past collections and iconic streetwear silhouettes to reinterpret them through the lens of ASOS’ fashion-forward customer”.
Featuring those signature stripes, the summer-ready separates come in “rich burgundies and timeless neutral hues, accented with vibrant pops of blue and green”.
Historic track sets are given a refresh in crochet knit fabrications and statement graphic prints “all of which can be styled with Adidas low-profile silhouettes to complete the head-to-toe styling”.
Vanessa Spence, executive VP, Brand and Creative at ASOS, said: “This collection marks a bold next step in our long-standing relationship with Adidas. We’ve brought our customers exclusive trainer launches and fresh product drops, and now, we’re proud to pioneer this new way of working with one of our most trusted partners.
“[It] marks the most exciting launch in the history of the partnership and also ASOS history.”
Chris Walsh, VP Brand, Adidas North Europe, added: “We’re always pushing the boundaries of sport and style [and] ASOS has been a valued partner in bringing that vision to life. This collection captures the creativity and energy both brands represent.”
Prices range from £30-£300 in sizes XS-3XL.
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