The Finnish brand, beloved by women of a certain age, is going sporty, with Adidas joining the game
At each launch of the Marimekko X Uniqlo collaboration, now into their fifth season since 2018, women who have reached a particular station in life and age group make sure they are the first few to cop the cheerful tops and dresses. The collab’s success with this sizeable company of women allow it to be an ongoing project that suits the Japanese brand’s LifeWear positioning or what is described as “practical sense of beauty”. As Uniqlo is well embraced by all women, regardless of age and size, it is unsurprising that Marimekko’s tented shapes, in particular, are adopted and have quickly become the go-to silhouette for those seeking clothes that are forgiving. As one fashion stylist told us recently, “the Marimekko woman is not the Ines des la Fressange woman.”
Marimekko is probably well aware that it needs to break away from the sticky cliché that its designs appeal mostly to those who want loose, bright, graphic-strong clothes that detract attention from the body—unchallenging garments that make the wearer look youthful, too. Sportswear is an inevitable category to go into, even if Marimekko has never traipsed into the path of performance wear (not counting T-shirts) before this. Into the field came serial brand collaborator Adidas. And it’s timely too, considering that track tops and bottoms are presently the fashion choices of many women IRL. That Adidas has had success with pop-centric collabs—such as Beyoncé and Niki Minaj—likely prompted Marimekko to adopt the sports brand’s tried and tested formula.
The Finnish label, which turns 70 this year, calls the collaboration “the art of print and performance”. Indeed, print is synonymous with Marimekko—they can easily draw from an archive of reportedly more than 3,500 graphic motifs. But rather than employ those that have made their collaboration with Uniqlo so rewarding, such as their famous poppy flower (known by the Finnish name Unniko) or the jumble of blooms Siirtolapuutarha, they have opted far more graphic patterns, such as the repeated dots of Räsymatto and the vintage waves of Laine. Perhaps flowers do not hint at performance. The clothes are clearly pitched at the athleisure customer than an actual track-and-fielder. There’s a hip-hop, Missy Elliott-worthy vibe, too. In fact, it could even entice the gorpcore enthusiast if we go by the location of the shoot for the advertising: a hillside or a hiking trail.
The campaign images could also be one of the most inclusive among the collaborations of Adidas. The photographs all feature models of colour—there is not a single Caucasian (is that still inclusive?). The clothes seemed to be for women only, but in their publicity images made available to the media, there is one male model in a cycling top. These days, it is, of course, hard to tell who a brand’s intended audience really is. The clothes could be unisex or that the women’s items could also be pitched or “recommended” to guys. If so, Marimekko X Adidas is really a collaboration alert to the requirements that make today’s fashion brands really tuned in.
Marimekko X Adidas is available online in mid-June at adidas.com.sg. Photos: Marimekko/Adidas