In Spring/Summer 2011, adidas Originals
Women’s takes a fresh approach presenting the line’s highlights as
fashionable street style looks captured from the streets of global
metropolitan cities. The various city looks have been shot in close
collaboration with local influential bloggers from New York City to
Berlin to Rio de Janeiro and Hong Kong and many more. The result is an
exciting global digital experience coming to life as a Street Style
Women’s Lookbook that launched on the adidas Originals Look Book.
The interactive tool will be embeddable into Facebook and personal
blogs, which not only enriches the experience for adidas Originals fans,
but also gives the partner bloggers the opportunity to present their
work to their audience first-hand. Within the experience, users can
create their own personal lookbook including their favorite looks and
products.
Building on the success of last year’s House Party and Neighborhood
initiatives, the 2011 Women’s message is based on global street style
interpretations deriving from the key fashion cities. Outfits and images
have been created in conjunction with local blogger media partners in
order to gain authentic and stylish looks celebrating adidas Originals.
The chosen products show the breadth of the adidas Originals brand and
go across diverse collections featuring iconic pieces such as Track
Tops, products from the BLUE lifestyle line and the adidas Originals by
Jeremy Scott range. From mid-April onwards, consumers can compare the
individual city looks and vote for their favourites.
The New York adidas Originals team tapped two iconic bloggers Phil Oh of Streetpeeper and Susie Bubble of Stylebubble to collaborate on photography and looks for the
Big Apple. Phil Oh founded StreetPeeper in 2006 by shooting New York
street style and has since expanded to other major fashion capitals
around the world. Phil also contributes to multiple online and print
outlets such as Vogue.com and New York Magazine. Fashion blogger Susie
Lau (aka Susie Bubble) styled each look that is included in the New York
portion of the Women’s Lookbook. Everyday 30,000 people visit Susie’s
blog to read her take on the fashion industry, what she is wearing,
trends and emerging designers. Susie was one of the first fashion
bloggers to be recognized by the fashion industry and continues to
inspire her readers everyday.
We encourage you to take a look at the feature which just launched this morning as well as getting your vote in daily HERE.
Via adidas Originals