An exclusive debut of the season’s key looks was showcased via virtual reality to highlight the collection’s two parallel worlds – city and nature. It featured Japanese influencers Yuka Mannami and Chiharu Okunugi.
Adidas by Stella McCartney has shown their Fall/Winter 2017 collection via an immersive virtual reality experience set to bring the season’s key looks to life. The journey is part of the Stella McCartney collections in Tokyo, which also include her womenswear and menswear mainlines, accessories, eyewear, swimwear and the newly launched fragrance POP Blubell.
“Every design has been considered so women can get creative and thrive in different environments.”
“City life and the outdoors both provide a boundless source of inspiration for me,” says McCartney. “The new FW17 collection exemplifies that in the nature-inspired prints, detailing and the different technologies used. Every design has been considered so women can get creative and thrive in different environments, no matter what workout they’re doing or what the weather is like. We wanted this to come across in a fun and innovative way, which is why we’ve created this playful virtual reality experience,” explains McCartney.
Immersing themselves in the collection in an entirely unique and engaging way, guests were invited to embark on a VR journey that places them at the heart of a 360° experience. The journey begins when they are led through a gallery featuring the FW17 campaign and lookbook imagery. The viewers are then ‘transported’ between the two parallel worlds as the new Adidas by Stella McCartney visual identity is weaved throughout. Set in these contrasting environments, guests will be presented with a preview of the Run, Train and Yoga range among four scenarios designed to demonstrate the opportunities for each look.
As guests ‘jump’ from one look to the other, they will find themselves in the centre of a continuous virtual experience taking place all around them. Synchronised movement is expressed by a circle of four female athletes, that includes Japanese influencers Yuka Mannami and Chiharu Okunugi.