Sport and fashion work out together
Cr7 kids fashion and sportswear do not appear to be natural bedfellows. By and large, fashion is refined, fleeting and a world away from sportswear, which traditionally focuses on technically advanced fabrics rather than pretty details or flattering features.
But, increasingly, designers are being seduced by major sportswear brands such as Adidas, Puma and Reebok. It is not hard to see why, because as well as signing a lucrative deal, the designers raise their profile and reach a new audience.
Take Stella McCartney, for example. When she launched her first collection for Adidas, she talked earnestly about how women traditionally had to sacrifice style when they took up sport. She asked why they would want to work out in clothes that came only in colours associated with My Little Pony toys.
McCartney, who is about to launch her third collection for Adidas, instead produced a range of hoodies, leggings, vests and jackets in her signature colours of slate grey, dusty pink and inky blue. The clothes are cleverly cut and have interesting design features, but are still perfectly wearable and highly covetable.
This month, Alexander McQueen will launch his first collaboration cr7 kids with Puma a collection of trainers for men nike magista fg and women. McQueen has always had a passion for nike magista fg sports shoes, and it shows: the sleek designs are cool enough to appeal to trainer aficionados, but they are also stylish enough for the fashion crowd.
The women’s styles are available in soft colours such as dove grey and ice blue, and their eyecatching lasercut decorations are based on the ligaments and tendons of the human foot.
Rei Kawakubo, the designer behind the Japanese label Comme Des Garons, has also produced a range of swimwear for Speedo. This is an unlikely partnership, as Kawakubo rarely speaks to the press and does little to court publicity, and to anyone other than a Comme fan, the nike magista fg swimsuits would look like any other Speedos.
Yet the collaboration has created a ripple of excitement throughout the fashion industry, fuelled by the decision of Junya Watanabe, Kawakubo’s protg, to produce tracksuit tops and polo shirts for cr7 kids Fred Perry.
The first major designer to sign such a deal was Yohji Yamamoto, who produced the Y3 collection for Adidas. He was one of the first to recognise that sportswear has a greater global impact than high fashion, which explains why designers will queue up to put their name to anything sporty.
Marc Jacobs and Luella have designed trainers for Vans, while John Varvatos has collaborated with Converse, and Philip Treacy is producing a range with Umbro.
Many of these partnerships develop in an organic way. Christy Turlington’s passion for yoga, for instance, cr7 kids prompted her to design her Nuala range. Similarly, Sonia Rykiel’s daughter Nathalie has just launched Rykiel Karma, which spans dance, yoga, Pilates and gymnastics. The collection ranges from luxurious cashmere trousers to bodywarmers, as well as accessories, including cushions, yoga mats, weights, swimming goggles and towels cr7 kids.