Adidas

Nov 2025

The adidas Originals x Miaou collaboration bridges the gap between high-performance sportswear and contemporary streetwear, creating a collection that leans into a distinct, nostalgic visual language. By centering on the effortless cool of co-creators Gabbriette, Devon Lee Carlson, and Alexia Elkaim, the campaign establishes a raw and authentic identity for the brand. The photography captures this spirit through a deliberate editorial lens, utilizing low-angle perspectives that amplify the presence of the talent against the backdrop of an overcast sky. This aesthetic choice is further enriched by an analogue film aesthetic that feels tactile and grounded, emphasizing a sense of intimacy and unvarnished reality often absent from hyper-polished commercial shoots. Throughout the series, the use of natural light ensures the focus remains on the textural interplay of the garments, specifically the iconic zip-up tops that define this sportswear crossover. By shunning traditional studio perfection in favor of this gritty, filmic approach, the collaboration speaks directly to a generation of fashion enthusiasts who value personality and history over mere brand status. This project serves as a compelling masterclass in how established sportswear legacy can successfully intersect with the high-fashion sensibilities of an emerging design label, resulting in a cohesive visual story that feels both classic and sharply modern in its execution.

Editorial

Analogue / film, Natural light

Sportswear, Fashion