When Alexander Wang drops a new collection for Adidas Originals, you know something completely wild and unexpected is going to happen. In the past, the designer has done everything from flipping the Adidas logo upside down to selling a collection out of garbage bags during New York Fashion Week as an ode to the resale and bootleg fashion community.
With the designer’s latest collection set to drop on April 21 at select retailers, Wang and his Wang Squad (the stars of the latest campaign including Binx Walton, Hanne Gaby Odiele, Lexi Boling, Issa Lish and Cat McNeil) set off on an epic road trip from Los Angeles to Coachella.
It wasn’t any old road trip, though. The crew set off in an RV, equipped with pieces from Wang’s new collection. Along the way, they stopped off at a number of locations and had to trade pieces from the collection for things they needed—like gas and food—to get from point A to point B. Adidas captured the journey as it unfolded, posting regular updates to the Adidas Originals Instagram story.
“We are always trying to challenge ourselves and push the limits of everything we do,” said Alegra O’Hare, vp, brand communications at Adidas Originals. While past iterations of the campaign have felt very edgy (and maybe even a little dark), the latest is meant to be a bit more lighthearted.
Photographer Brianna Capozzi and stylist Haley Wollens tagged along to capture the five ladies in unexpected scenarios against unique backdrops. Some of the stops along the way included a gas station-convenience store and a water park.
“I think it’s very important to be able to connect with our consumers,” O’Hare said. “It’s really about connecting the brand with culture and the culture of the moment, and again, that unexpectedness. The gradual revealing of everything along the journey is going to be a lot of fun and essentially very creative, and that’s what we want to express with this campaign.”
Wang’s latest collection celebrates the beauty of flaws and imperfections inherent in the creative process, something Adidas has long championed. Using those imperfect pieces from the collection as something to barter makes a nice statement on the value of those items, even with their flaws.
The brand worked closely with agency partner Johannes Leonardo, along with Wang, on the stunt. Ferdinando Verderi, founding member and partner, Johannes Leonardo , said they started with the idea of factory rejects as seen in Wang’s collection this season.
“We translated that into the idea of mistakes, and given that Adidas is a brand for creators, we immediately thought of the idea of mistakes,” Verderi said, adding, “In short, the idea came very literally from attempting to demonstrate that there is value in mistakes, and the mistakes can create beauty and that they are desirable.”