
Inspired by the art installations of Berndnaut Smilde and Olafur Eliasson, this SS17 sportswear collection explores the loss of nature in life; how, for the public to be in awe of the natural once more, it must be brought indoors and displayed as art. We must be told that something is beautiful to appreciate it.
In a fast paced world, life is spent in cities and indoors rather than in the country finding the wonders in fields or atop hills. This collaboration with Adidas displaces the beautiful country landscapes of Scotland through colour and print and moves them to man-made high performance fabrics reflecting both Smilde and Eliasson’s works.
Focusing on transitional garments, this collection takes women from work and the streets of London to the gym; with practical and solid details contrasting with shapes reflecting wistful spring morning walks.
Focusing on a target market of 25-35 year old women, this collection is ideal for those with a fast paced life conquering the city. The women who choose to run on a treadmill for convenience rather that on a farm road, those who long for a weekend in the country but who never have the time to escape.
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