BFC joins forces with adidas
Sportswear brand adidas and the British Fashion Council (BFC) recently joined forces in search of new design talent to launch the adidas London 2012 Design award collection.
The BFC and adidas asked course tutors from several UK design colleges to take part in the competition. The brief was to design an innovative collection for style-conscious 16 to 28-year-olds to represent London during the 2012 Olympic and Paralympic Games.
A panel of industry judges chose designs by Alexandra
Gardner from Nottingham Trent University. The judging panel included
representatives from adidas and the BFC as well as British Olympic athlete,
Philips Idowu.
The one-off collection consists of women’s lifestyle and sports apparel;
performance pieces include running tights and cross-back tanks all with a
graphic representation of the London 2012 grid design.
"I chose to use the London 2012 inspired grid pattern
conceptually as a representation of people coming together," Ms Gardner
explains.
The collection’s lifestyle pieces include structured hoodies and a red poncho. The signature adidas three stripes are positioned so that they wrap around the garments which results in a fresh take on the classic branding.
