An Adidas Ode to Girl Power & the ’90s

We were tasked with the design, production and installation of the adidas Originals Falcon with JD Sports. LFW runway show at Victoria House Basement. The established model and YouTube host, Hailey Baldwin Bieber (née Hailey Baldwin), hosted a presentation at London Fashion Week to mark the launch of the adidas Originals Falcon with JD Sports. Our goal was to produce an event that aligned with Hailey’s vision of celebrating and shining a spotlight on girl power: bringing female creators from around the world together through a positive platform.

The Process

We worked closely with adidas’ global brand guidelines, taking inspiration from the 1997 Falcon DORF runner on which the relaunched shoe is based on. Falcon is about being unapologetically loud and not letting other people’s opinions stifle your POV or creativity. With that being the case, the iconic, ’90s-inspired Falcon sneaker’s “Icy Pink” colorway instantly became the centerpiece for the show. Additionally, we referenced an amazing number of rebellious and trailblazing female icons of the ‘90s. We created several mini installations throughout the space, including a 90’s inspired girl magazine inspired poster wall, an iconic hot icy pink catwalk show, and “Hailey’s Diner” doughnut wall which acted as both the hospitality space, as well as another Instagrammable moment.

The Result

Baldwin’s runway featured a star-studded lineup including Winnie Harlow, Leomie Anderson and Savannah Blake, who debuted street-style looks complemented by the ’90s-inspired sneaker. The star-studded event gained huge press traction from publications such as Hypebeast, Hypebae, The Daily Mail and Footwear News.

Client: ADIDAS ORIGINALS | Location: Victoria House Basement, London

Design | Graphic Design | Print | Production | Installation