Adidas and Ivy Park, whose CEO is the singer Beyoncé, are releasing a Valentine’s Day capsule of gender-neutral apparel, gear, footwear and accessories. These include the Velour Dress and Tracksuit, Faux Latex Puffer, Pique Jumpsuit, Sequin Duster, 5-Panel Hat, Heart-Lip Belt Bag, a version of the Stan Smith sneaker and a mule called the IVP Superstar Plim. The collection will be selling through adidas.com as of Feb. 9 and will hit select stores worldwide the following day.
Like the products themselves, the accompanying “cinematic campaign” – produced by Parkwood Entertainment – is based on the color red, with “cultural cues from specific iconography and symbols,” all delivered through “enhanced lighting, bold yet minimal production design, elevated styling and most importantly the international cast.” This includes such actors, models, singers and comedians as Karrueche Tran, Tyson Beckford, Shu Pei, Troye Sivan and Naomi Watanabe.
