The serendipitous success of the Adidas Stan Smith has been going strong since Phoebe Philo stepped foot in them nearly five years ago. And thanks to the shoe's relaunch in 2014, the simple style has long been an ubiquitous fashion week staple and overall cool sneaker option for women. But now, Adidas is betting on another old school item, the Gazelle, to reach cult-like status. Reissued in May and officially on the market this month in 12 bright suede colorways, the sports sneaker from the 1960's is similar in silhouette and as understated in style as the Stan Smith.
In order to garner the same fashion-conscious crowd that Philo wooed with the Stan Smith, Adidas has tapped another industry icon: Kate Moss. For its campaign, the brand has restored a photo from 1993 shot by Denzil McNeelance of young Moss wearing Gazelles. "Like the Gazelle, Kate Moss is just as relevant in 2016 as she was back in the 1990s, which is why the image works so well," Adidas brand consultant and curator Gary Aspden said in an interview with Business of Fashion.
To revamp and modernize Moss's throwback photo, Adidas hired artist Doug Abraham, also known as bessnyc4 on Instagram, to apply his collage skills towards the campaign. (You can see his work in the video below.) The final product is a spliced up remix of Tumblr-friendly imagery that will likely pique the interest of any visual-obsessed fan, but we won't really know for sure until the street style shots from New York Fashion Week roll in come September.
The Adidas Originals Gazelle sneaker is available now for $80 at adidas.com.