LLOYD & CO helps ADIDAS and PHARRELL discover their pink paradise
BY ALISSA OLIVETTI
Front row regular and fashion icon Pharrell has teamed up with Lloyd & Co. to hit the beach for his latest collaboration with Adidas.
Entitled adidas Originals = PHARRELL WILLIAMS Pink Beach, the capsule collection is an ode to 80’s graphics and coloration which creative director Doug Lloyd puts to good use in the video. Inspired by the magic of island culture and shot by renowned photographer Viviane Sassen, the campaign features dark-skinned models on pink sand beaches — showcasing the colorful yet tranquil aesthetic of the collection — through digital video and still imagery.
Working with Pharrell and the entire adidas team on yet another collection was an amazing experience. We were close partners from conception to execution, and together we shaped how his new collection will be viewed by both loyal and new adidas enthusiasts.
Just like history, fashion tends to repeat itself. Taking an 80’s popular trend and adding a pop of color is an inspiring look for this collection. It is strikingly different which makes this collaboration a bold move, standing out from others. There is great contrast, movement and a key pink beach theme.
Fashion designer, Pharrell, did a tremendous job creating the look, working jointly with Adidas and Lloyd and Co.