Gucci and Adidas are reportedly up to something

With Christmas round the corner, you’d think that it be a quiet time for fashion. Not quite. Ringing louder than church bells is the news that Gucci is hitting the collab road with Adidas. According to the “first look” offered by Twitter account @hypeneverdies two days ago, there is now a double-G monogram, in which the Adidas trefoils share the space with the repeated twin 7th letter of the alphabet. The not-quite-sharp image posted has a patina of blue. Looking like a screen shot, it does not really tell us if its a product or, for all we know, an NFT! Anything is possible. If Gucci can “hack” Balenciaga, they can surely do the same to Adidas. We were thinking shoes, but that’d be too obvious. With their second The North Face collab just released, what in the sphere of outdoor/sportswear has Gucci not explored?

Of course, this brings to mind Adidas’s rather quiet pairing with another Italian brand: Prada. We were, admittedly, underwhelmed by that output. But both brands deemed the collab a success—enough to have a second (not quite memorable) attempt. Gucci, naturally, won’t go the discreet route (just as Lady Gaga won’t play it safe). We already had a taste of what it might be, if The North Face affair was any indication. Monogram-mad might actually be putting it mildly.

The above illustration is just that, not an official logo from the brand. Watch this space for confirmation of the collaboration. Illustration: Just So