The Adidas Originals women’s lookbook for the back-to-school season couldn’t be more authentic. To create the images for its fall marketing materials, the athletic brand tapped a group of Los Angeles-area high schoolers to style some of the ensembles.
The students are stylists, designers and artists who participate in the FIDM Fashion Club, sponsored by California’s Fashion Institute of Design & Merchandising. They came together last weekend to create the vision for the fashion shoot, with help from blogger and stylist Aleali May.
“I’m excited to be working with Adidas Originals and these girls, who are going to be leading the next generation of fashion and styling,” May said in a statement. “It’s important for them to know they can succeed in this industry if they work hard and stay true to who they are.”
Each of the girls styled one outfit featuring the Adidas Originals Superstar sneaker. The resulting images will be viewable both in a printed product set to be released soon and at a special gallery exhibition this Friday, Aug. 28, in Los Angeles.
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In addition to working with the Fashion Club students, Adidas has partnered with four influential women to blog and post about the Adidas Originals lookbook and “celebrate the creativity of women.” Among the participating style mavens are May (@alealimay), Elise Swopes (@swopes), Jana Rose Carrero (@ojandcigs) and Kimi Selfridge (@tancamera).
Brandon Beaty, director of brand communications for Adidas Originals U.S., said in a statement that the campaign is part of the brand’s strategy to hand over the conversation about the Superstar sneaker to the customer. “Women across the nation have already taken the brand’s most iconic shoe and own it in their everyday lives,” he said. “Partnering with these talented women to showcase their interpretations of the Superstar through photo and style is an organic and natural way to see the Superstar live and breathe socially.”
