Of all adidas’ iconic styles, the Gazelle has to rank up their with the best. Worn by everyone from the Casuals to the Brit Poppers, the paired back, low-profile style has been a constant fixture across Britain’s varied subcultural terrains for over forty years. Still, leave it to the one and only Kate Moss to create one of the Gazelle’s most memorable moments, cross legged and effortlessly cool back in ’93.
adidas Originals have got it pretty spot on, then, now that they’re relaunching the Gazelle and using that image of Moss as the nucleus for the whole campign. Not content just to resurrect the photograph and plaster it all over the place, they’ve collaborated with digital artist Doug Abraham (better known as @bessnyc4) to re-imagine and re-mix the visual and, in the process, re-invigorate the story of the Gazelle. It makes sense, given that Abraham’s all about appropriating the imagery of the past to great effect, living by the credo: “Steal from history. Nothing is sacred.”
Nic Galway, VP of Global Design at adidas Originals, has similar ideas, remarking, “Collective memory provides us with the inspiration to create our future…With the re-launch of Gazelle, we looked to the original cultural references that defined the authenticity of the style. Kate Moss has always had a connection to the adidas Originals brand and her affection for Gazelle during the ‘90s is a testament to the ways the silhouette has been adopted into style and pop culture.” To fully enjoy the texture of this Kate redux collage, check out the short video below and then grab the shoes themselves from tomorrow in an unprecedented range of colours (so you can do your best grunge-waif impression).
Still, the best thing about this whole Gazelle reboot campaign has to be that Moss is a bona fide fan of adidas rather than an empty marketing voice. “I was and always have been an adidas girl,” she explained. Us too.