According to the World Apparel and Footwear Network, since the Off-White leader Virgil Abloh was wearing his redesigned Air Jordan 1 in May this year, he participated in the Met Gala, a celebrity charity dinner hosted by the Metropolitan Museum of Art in New York, about Nike and this hot street brand. The cooperation has attracted people's attention, but no one expected that this cooperation will be so "heavy" - the two pairs of joint models launched by the two sides in one breath, including such a configuration in the history of the joint cooperation of the entire shoe and the shoe circle It’s remarkable, in Abloh’s own words, “Reconstructing 10 pairs of such classic shoes in one breath is probably a suicide in a career.â€
Nike is not without the experience of working with fashion designers. Last year alone, the brand has worked with Givenchy Riccardo Tisci for the past 12 years, LV menswear designer Kim Jones, Balmain creative director Olivier Rousteing and others. It’s not that these collaborations have failed, but they haven’t brought Nike’s influence like Adidas and Kanye West.
Virgil Abloh and his street brand Off-White, which he founded three years ago, have quickly become the co-brand of luxury brands and sports brands with their eye-catching slash marks. The 36-year-old creative director studied architectural design, combining luxury fabrics and positioning, but the style was intended to capture new generations of consumers who believe that street style and luxury brands are equal. Virgil Abloh's other resume is a bit subtle: since 2002, he has been a creative consultant for Kanye West and his creative “think tank†Donda for 14 years, when Kanye West was “Nikeâ€. He also participated in the design of Air Yeezy.
Once the collaboration was announced, it was warmly forwarded by many shoe lovers and Sneaker media, and the design of Virgil Abloh really injected a new style into Nike.
10 pairs of shoes are divided into two themes: “REVEALING†and “GHOSTINGâ€. The first 5 pairs of shoes make the shoes look at a glance through the hand-cut, open source and refactoring design language, car line, leather The cuts are exposed; the last 5 pairs of shoes have a translucent upper design, and all the shoes are written with some “Airâ€, “Foam (rubber)†and “Vulcanized†spelled by Helvetica font. Tips for Nike sneaker technology.
“It’s fun to see these shoes assembled together. This is very common in the construction industry, but few people actually do this when designing shoes.†Andy Caine, Nike’s vice president of footwear design, said in an interview with BoF that Virgil When designing the Air Max 90 and Air Jordan 1, Abloh showed some functional modules that would be hidden inside when they were traditionally designed. Other shoes, such as the Nike Blazer, have only changed 3% of the original style, but the larger logo makes the shoes interesting.
On the newly announced advertisement screen, all ten pairs of shoes are marked with a red anti-theft buckle, trying to convey the retro feel of the traditional sports store retail shoes. In this interview, Virgil Abloh explained that the anti-theft buckle was inspired by his thoughts on the children who ran to Foot Locker (the largest integrated shoe retailer in the US) and Nike Town to buy a pair of Jordan shoes.
But what's interesting is that the trend of the world of sports shoes is no longer controlled by Foot Locker. In the case of the bankruptcy of competitors, the once-good-looking Foot Locker has recently revealed a decline in performance. Even Nike itself has lost its favor in the past few years. In contrast, Adidas and Kanye West, Pharrell Williams's cooperative shoes are popular in the market, and in turn promote the sale of other brands.
From a design point of view, Virgil Abloh's experience is enough to do the job, but as a creative director of a fashion brand, although Off-White has a hot trend in the past year, its influence can match the rap of fans. Singer, I am afraid I can't make a conclusion.
In any case, as long as the consumer's preferences are still fashionable, Nike still has to sell shoes in accordance with such rules of the game. The top five pairs of shoes of The Ten series will be released in September 2018 Spring and Summer Fashion Week, and will be released in NikeLab in New York, London, Milan and Paris. The full range of 10 pairs of shoes will be launched in November in the global NikeLab store and designated retail stores. . It is understood that all 10 pairs of shoes, some shoe vendors have given a pre-sale offer of more than 7,000 RMB.
For more exciting reports, please pay attention to the world clothing and footwear network.
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