Adidas and long term collaborator, Stella McCartney, who has designed the Team GB kit for the Olympics, opened their first standalone store in London over the weekend, on the Fulham Road. The space is (a logical) neighbour to the latest Stella McCartney mainline and kid's store, which opened last month in the area, the final punctuation in a Brompton Cross trilogy of McCartney's current clothing lines.
I mostly do cardio work out and definitely designing my own sportswear has had a big impact on how I dress. I feel that I don’t have to compromise how I look now when I am working out
"I am really excited about our use of concrete and tiling on the floor in the basement, it’s really interesting and we’ve never really worked with it before – it brings the harlequin tiles through from the other store," McCartney tells Dazed Digital. "I really love the use of colour and texture on the walls, looking at raw plaster work and marrying it against that really high gloss and quite brilliant colours against quite natural faded colours, and really trying to create new hanging system for clothes, because that is something I have been working on for many years. I wanted to bring that in a most sporty language."
The ongoing collaboration between McCartney and Adidas has entered its eighth year, proving itself an athletic line with longevity and marrying the designer's eye with the German sportswear brand's functional performance apparel. It's true to say that McCartney has changed the way women dress to go to the gym, giving them options that simply weren't available before.
"I mostly do cardio work out and definitely designing my own sportswear has had a big impact on how I dress," McCartney agrees. "I feel that I don’t have to compromise how I look now when I am working out."
Dazed Digital presents an exclusive time-lapse video of the store's construction. On your marks, get set, go!