Adidas Launches ‘Horti-Couture’ for Fashionable Gardeners
Sportswear brand Adidas has launched a limited edition fashion collection targeted at plant-crazy millennials.
The so-called Gardening Club Collection features apparel, accessories, and footwear “inspired by lawn-based activities”. Some accessories, like the fanny bag, have already made their comeback to fashion stores worldwide. Other apparel sure can be worn “for the day-to-day trips to the garden center or for flower potting”. Therefore, the collection offers suitable outfits for the plant-crazy millennial.
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What strikes the eye instantly, is the purposely ‘fake’ studio backdrop and props being used for shooting the collection campaign. Less obvious, but some might recognize one of the models — Alan Titchmarsh, popular British TV gardener and show host. In the campaign, he’s casually posing with a hose and mowing the lawn wearing a full collections outfit.
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Twitter users sharing their first impressions on the new collection were torn between enthusiasm and disbelieve, which hints at Adidas has hit the right spot with this on-the-edge trend. Consequently, the items were launched in Adidas Consortium stores only, selected showrooms in fashion capitals around the world.