Adidas x Gucci Celebrate Their New Collaboration and Pop-Up Shop with a Retro Street Party in Los Angeles

Hot off the heels of recent collaborations with Prada and Balenciaga, Los Angeles turned out to celebrate Guccification of adidas on Friday night at their new Melrose Pop-Up shop. While designer Alessandro Michele’s inspiration for the collection spanned the Victorian era through to the 1990s, the theme of the party was firmly grounded in the 1980s. To mark the occasion, Melrose Place, in the heart of West Hollywood, had been transformed into a summer street party meets immersive outdoor experience complete with bleachers, a basketball court and adidas x Gucci wrapped picnic tables.

While DJs Mazerbate and Huney Cut set the mood, guests including Aurora James, Everett Williams, sisters Langley Fox and Dree Hemingway, and past and present adidas collaborators Laura Whitcomb and Jerry Lorenzo, sipped on watermelon cocktails, served with french fries served in logoed boxes and grilled cheese triangles on branded cocktail napkins. Inside the new boutique, Jeremy Pope, Lena Waithe, and Tallulah Willis browsed the new offering of crossbred clogs, sporty retro separates, and trefoil print accessories (the line to get inside the store meanwhile steadily snaked out into the street with many of the pieces selling out before the evening was out).

As the sun set, the party got into full swing and the crowd was treated to a hat trick of old-school entertainment in the form of roller skate dancers, double dutch, and breakdancing performances. Before the evening wrapped up, St. Vincent and Isaiah Simmons put the pieces to the test and took a moment to shoot some hoops. A suitably stylish proof of concept for this high glam meets wearable sportswear collection, if there ever was one.\