Adidas by Stella McCartney and Y-3 have just opened a new dedicated womenswear space at Selfridges London. Located in the edgy Denim Studio, this joint offering by two of Adidas’ coolest labels is taking sports luxe to the next level. Y-3 is of course Yohi Yamamoto’s brilliant mix of Adidas’ classic sportswear blended with the label’s avant-garde style, and was truly the first of its kind when it launched over a decade ago.
The Adidas by Stella McCartney’s range is a lot more colourful and feminine whilst remaining a really technical brand – also a pioneer in its own right. The new Selfridges space was created to blend the two very different aesthetics
“We consider this concept a truly authoritative destination for style and performance. Fashion-forward sportswear is one of the cornerstones of our casualwear offer; a true lifestyle proposition should enable customers to buy into covetable, directional product for every eventuality – including the gym. Even more exciting is the ever-growing prevalence of sportswear as true fashion – the landscape of this type of product has never felt more dynamic, and to showcase the very best edit there’s nobody more perfect to partner with than adidas.” Judd Crane, Director of Womenswear
We’re super excited to see more and more big retailers really embracing luxury sportswear, so this news truly is music to our ears! You can go check out the new space yourself at Selfridges London, Denim Studio on the 3rd floor.
You can also check out Selfridges’ brilliant sportswear selection here.