A week before NYFW, adidas Originals held a street casting for its new collaboration with a rising Amsterdam-based designer, Daniëlle Cathari. Young models (most of them not signed by any agencies) were chosen to hang out in a playground set space on Thursday, February 8, wearing deconstructed Adidas tracksuits. In turn, brand ambassador Kendall Jenner and her model friend Hailey Baldwin attended as guests, roaming around and snapping pictures of the models on set.
This was exactly what Cathari had in mind: to have young, "normal" models presenting her designs with adidas Originals. The sports brand invited the 23-year-old designer to collaborate after her VFILES show last year, where she first reinvented the classic three-stripe silhouettes. For this year’s collection, she played with more color and fabric, and incorporated them into bra tops, washed denims, and cargo pants. We have a feeling that her signature design will be the new it-girl uniform.
During the presentation, we chatted with Cathari and the senior designer at Originals, Raffaella Barbey, about the collaboration.
While working with adidas, what have you learned most from the brand? What was the best piece of advice from them?
DC: Coming from school, it is so different from how it works in the real world, in the industry. I think this whole process, which has been amazing, is that everything is so fast, it’s giving me this whole drive. I think that’s the main thing that I learned from this experience. That everything is going so fast.
RB: From our end, we wanted to encourage her to do what she does best. Really mastering the signature design that she created and just run for it. We want to see young creators design with their lens and then just show their love for the brand. Be creative, show the brand’s identity, repurpose it, and do something that is new for the consumer of today.
You’re so accomplished at such a young age. How do you juggle your time between fashion school and all of this?
DC: For now, I just postponed my graduation, because I wanted to focus on this project. I mean, this opportunity, what I’m doing now, this is it.
What’s your next move after you graduate? Do you plan on moving to New York?
DC: I’d love to move to New York! Maybe not this year, but yes, I definitely would love to move to New York. And I’m working on my own collection and my own brand.
Adidas Originals by Daniëlle Cathari will drop on February 10. Each fashion week city (New York, London, Paris, and Shanghai) will receive an exclusive tracksuit color from the collection. A second release is set in April.
See pictures from the presentation below: