Adidas and Kate Moss partner up to re-launch Gazelle sneaker
After the remarkable success of the Adidas Stan Smith relaunch in 2014, blessed with Phoebe Philo’s seal of approval, the Gazelle is set to achieve cult-like status again. British supermodel Kate Moss, the original poster girl in 1993, has been chosen to front the iconic shoe campaign again. The 1990’s sports sneaker graced the market this week in 12 bright suede colours and is set to become a new fashion staple.
"We’ve had great success with [re-issuing] the Stan Smith and the Superstar," Nic Galway, vice president of global design at Adidas Originals explained.
"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."
For the new launch, Adidas collaborated with Moss and digital artists Doug Abrhama (best known for his collages on his Instagram bessnyc4) to put a fresh spin on the campaign by remixing and splicing up the models’ vintage campaign.
"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," Adidas brand consultant and curator Gary Aspden told Business Of Fashion.
"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."
Originally the Gazelle was launched in 1960s, and was successful in a variey of style tribes.
“We love the fact that every generation has taken the Gazelle and made it their own. Now we’re handing over the Gazelle to the next generation. It’s one of those classics of the past and very much in the culture.” expanded Galway.