The latest luxury brand and sportswear collab is strictly for die-hards
By Lester Fang
It’s groovy, but is it for me? Regardless, I wanted to see for myself what the Gucci X Adidas hype is about. There was a daunting queue when I arrived at Design Orchard, where the pop-up popped out in part of the complex’s top-storey incubator space that overlooks the rooftop park. Some 25 individuals were standing between a railing and the stanchions and ropes that were erected outside the recently renovated Design Orchard’s “retail showcase”, where pillars urge you to “Shop SG Brands”. In the 30 minutes that I had spent waiting, the few shoppers heading for Design Orchard wondered if they had to queue to get in, even when it was dead quiet inside. One Gucci X Adidas staffer of three in attendance had to direct them to “just enter”. One of them approached me and asked, “do you have a Gucci profile?” Do I need one to enter? “If you buy later, you can collect points,” she tried to convince me. It’s okay, I don’t need them.
A Filipino family of four was in front of me; the kids—two below-fives—were getting restless, monkeying from railing to rope. The parents were looking at the father’s phone to decide what they shall be buying. Behind me, a mainland Chinese teen seemed impatient. Suddenly he leapt over the rope and dashed to the counter that sat next to the staircase at the side of the building that would lead us shoppers upstairs. I could not hear what he said. He returned, and spoked to me directly. He told me in Mandarin that he had to rush off to a class, and wondered if I could buy something for him when I get to enter the shop. I was very surprised by his request and did not how to react. I asked him what he desired and he told me it was a pair of sneakers. He asked me to pay for it first, and he’ll transfer the money to me. Scam alert! Would he not want to try the kicks first? He said he already did, this morning! I told him I derive no pleasure in helping others, 助人不乐, (it’s the heat!). The guy ran away.
I was the only one to leave the line when it was my turn to ascend to heaven. The whole stairway there, where “the experience begins”, another staffer told me, was covered with the Gucci X Adidas logos; the walls too. As the rooftop garden came into view, it was clear why the brands-in-collaboration needed this place. The Gucci X Adidas pop-up store is not erected at either the atrium of ION Orchard, as was the 100th Anniversary capsule, nor the Paragon (Gucci has a store at both malls). Rather, it is sited at Design Orchard, about 1 kilometre away from their two-level flagship at Paragon. Up here, where you can see our beloved Orchard Road, Gucci has set up a veritable temple complex to their partnership with Adidas. There was a pavilion of sorts to my right, saturated with the two brands’ logos that were conflated for this exercise. On the terrace, where on a weekend night, courting couples come to moon-bathe, huge cushions were scattered around, as if in preparation of some mid-summer soiree.
To justify the dazzling dollars they’re charging you for the merchandise, there are, apart from the queue, the climb to the pop-up (work up an appetite?), the spacious store, and the attendant surroundings of retro excess, SAs to accompany you as you explore the well-appointed space. As it looked to me, no more than six shoppers were permitted inside, which was roughly the size of a HDB three-room flat. When I stepped in, it was, as expected, more Gucci than Adidas. But no one, I keep getting told, goes there to partake in the interior loveliness. They’re there for the clothes. But when I asked the SA assigned to me if there were sizes left, rather than enquiring which item I was interested in, she told me most were sold out. Earlier, in the line, I was already warned by the girl who wanted to know if I had a Gucci profile that “not many products would be replenished”.
I am not a star/celebrity/influencer, such as Yung Raja, who had first dib of the merchandise. I should be grateful for whatever crumbs I could find. This is the ultimate high-fashion-meets-streetwear collab, or so people have been trying to convince me, however ill-favored (flavoured?) the clothes appeared to me. After its debut at Milan Fashion Week not long ago, the capsule is so hyped that even the Yeezy Gap Engineered by Balenciaga release seemed lost in some shadow play of who among the Kering brands could put out a cooler collaboration. Perhaps I was coming in from the blistering heat, but what I saw was making me sweat. Everything I touched was oddly thick, and I am not referring to those oversized track tops. The helpful SA was trying to interest me in some of the items socially-distanced on the rack. She showed me a knit top (why was it so scratchy other than thick?) and then pointed to a short-sleeved button-down Oxford shirt (why was this a heat trap, too?). I did not want to deprive her of her sales commission, but there was nothing—zilch—I would like to buy. I told her that the Gucci X Adidas uniform she was wearing looked good. Would she get to keep it? “We don’t know yet”. Good luck.
Gucci X Adidas Pop-Up store is opened daily till 27 June at Design Orchard. Photo: Zhao Xiangji