Adidas by Stella McCartney
September 17, 2013 London
Obviously, the point of all that activity was to show off the latest Adidas by Stella McCartney kit, all of which was typically attractive. This time out, the notable fashion developments were the very au courant oversize sleeves, swimwear with cutouts, and the adroit use of sheer materials. From a technical perspective, the emphasis here was on integrating more sustainable textiles into the mix. There was also a focus on lightweight, breathable outerwear. But really, as McCartney herself noted, the point of this showcase, and indeed the point of the collection itself, was to inspire women to get their sweat on. "We work with top athletes," the designer said, ďand even they tell me they perform better when they feel like they look good. It's a confidence thing." One thing is for sure: Whether it was the clothes or the athletics on display, this presentation made you put a workout at the top of your to-do list.