A Classic Reborn: adidas Styles its Iconic Stan Smith with Blue Version
Senior Design Director Stefano Beruschi shares his insights into the Fall/Winter 2023 collection, and how it is made for a new generation of self-expressive rule-breakers.
Tell us about the Fall/Winter 2023 Stan Smith styled with Blue Version collection.
The collection stays true to both the spirit of Blue Version and the legacy of Stan Smith, while simultaneously reinterpreting adidas’ past for a new tomorrow. Our aim this season has been to give new meaning to one of the brand’s most iconic silhouettes by pairing it with apparel and accessories that subvert expectations with dynamic cuts and innovative fabrics.
Take us through the creative process behind the collection. Does it start from the footwear or apparel?
When it comes to designing a collection, we don’t necessarily start out with a set end point in mind. We like to begin with stories that we want to tell. Before we craft the garments, we kick things off with a visual study of the spirit of sport, together with the legacy of subcultures that have historically adopted the Three Stripes. It’s all about zooming in on the idea of individuality and identity, referencing moments in time when the clothing you wore sent a message about the kind of music you listened to. Through this admittedly indulgent process, we’re able to uncover the adidas moments, stories and identities that we believe are important to retell today.
The iconic Stan Smith has undergone countless creative reinterpretations. What fresh perspective does Blue Version bring to the shoe?
Pairing Stan Smith with Blue Version is all about providing an iconic silhouette with an entirely new contextual backdrop. In many ways it’s a natural match — both the shoe and the collection have roots in the world of sport and fashion. But when you scratch beneath the surface, Blue Version becomes a platform to imbue the Stan Smith with new meaning.
One of the core tenets of Blue Version is about redefining the meaning of “premium” for a generation that refuses to stick to how things have been done before. Stan Smith, meanwhile, is a shoe that can be worn anywhere. It has always been a blank slate, a platform for self-expression. By pairing the two, our aim is to break down conventions in order to allow the next generation to unapologetically be who they want to be.
How would you describe the individuals who would wear the collection?
Blue Version with Stan Smith is a look of harmonious confidence. It’s actually a difficult question to answer because the next generation somewhat defy categorisation, so we never want to put them in a box. Instead, what I can say is that we’re always designing for a person who is undeniably themself, who is continually seeking new ways to express their own energy. The pieces in this collection are all about championing that spirit. The Stan Smith CS, for example, takes the classic silhouette and imbues it with unabashed joy. The Bluebird Montreal Track Top and Track Pants set, meanwhile, takes one of our most iconic looks and reinterprets it with a bold attitude. Above all, this range is anything but contrived. It is 100% adidas, and it’s designed for those who refuse to conform to the status quo.
What would be a good starting point for those looking to explore Stan Smith with Blue Version?
The campaign for this season offers a visceral insight into the world that we’re trying to build with Stan Smith and Blue Version. We worked with photographer Anton Gottlob to shoot a series of images at the iconic Barcelona Pavilion designed by Mies van de Rohe. As a monument of 20th century modernism, it is both a symbol of something that was hugely disruptive and a relic of a now-established visual language. By capturing the collection here, we’ve tried to highlight the juxtapositions that are at the heart of Stan Smith and Blue Version — heritage and innovation, past and future, energy and restraint — in order to open up the space to new interpretation and give the next generation the opportunity to write their own rules.
In your opinion, what is the next disruption to streetwear, and how does Stan Smith and Blue Version play into it?
Our aim with Blue Version and Stan Smith is to breathe new life into the stories that are already such an intrinsic part of the adidas brand. We try not to be reactive to trends. That being said, the ultimate disruption is always the unexpected energy that the next generation brings to the streets. Above all, we want to champion and celebrate the limitless possibilities that emerge when young people push up against the status quo and challenge the systems that have come before. So with Blue Version and Stan Smith, we’re taking from the past in order to give this generation new material to play with. In short, the youth of yesterday inspire us to create for the youth of tomorrow.
The Fall/Winter 2023 Stan Smith styled with Blue Version collection is available online and in selected adidas retail stores.
