The only means by which Kanye West’s first military-inspired collaboration for Adidas could have possibly generated any more publicity buzz was if the mass of flesh-toned body stocking wearing models were actually legitimate professional criminals who proceeded to take the presentation’s A-list audience hostage for the remainder of NYFW.
The all-star front row saw a scantily-clad Kim Kardashian and bulletproof vest wearing baby North flanked by Beyonce and Anna Wintour – both of whom were visibly unimpressed by the show’s top moment: Kim’s inability to cope with her toddler’s mid-show meltdown.
The courtside celebrities didn’t detract from what played out on court – after an uncomfortable one-hour delay –a series of ‘sportswear’ looks that seemed more suited to looting your neighbor’s house than a day at the track.
Militant vests and jackets were shown sans pants in a color palette of army greens, steel grey and black, with a couple of looks in red could perhaps been seen as symbolic of the end of a gruesome riot or bloody war.
Camouflage outerwear was offered up in a range of different lengths, while cozy sweaters are sure to keep the troops warm during their off-duty downtime.
The lineup took a shabby-chic turn with a series of looks featuring distressed, ripped grey sweatshirts with holes paired with Yeezy-designed Adidas Boosts.
The combination of yawning models and the juxtaposition of the rebellious, aggressive looks against almost-naked ‘alien trapped in an embryonic sac’ styling with nude body stockings over sportif underwear left many audience members scratching their heads as to whether the event was a Kanye production instead of an Adidas Group fashion show.
One of the more street-friendly looks among the display of athletic separates was a plunging black jacket with a fur-lined rim – ironically worn by Kylie Jenner – while for men, a series of cozy parkers will have the gents well-prepared for fall.
West used the show to drop the first track from his latest album, ‘Wolves’, during the presentation in what could be interpreted as an artistic nod to the hordes of paparazzi swarming the event’s perimeter ready to attack the most celebrity-laden show of the season.
Ever the controversial pot stirrer, West’s pairing with the sportswear athletic brand generated the type of social media explosion that money can’t buy.
While the fash pack remained focused on upping their front row mileage as fashion month ticked on, the analyst community noted the brand’s struggle to gain market share amid the increased strength of rivals Nike and Under Amour after the Adidas posted a fourth-quarter loss in early March.
The brand has been criticized by market watchers for overextending itself by making a foray into fashion, alienating its core athletic footwear customers. Then there’s the struggling situation with Reebok – but no amount of Yeezy magic fairy dust is capable of remedying that.
