California designer Willy Chavarria is set to make his Paris Men's Fashion Week debut on Friday, January 24, with a distinctive street marketing approach that draws from his Chicano cultural roots. Partnering with adidas Originals, Chavarria will introduce a limited-edition capsule collection through an unconventional urban distribution strategy.
A vintage Chevrolet Impala will traverse Paris, distributing exclusive merchandise at undisclosed city locations. This mobile pop-up experience reflects Chavarria's West Coast design aesthetic and cultural heritage, transforming traditional fashion launch methods.
The collection encompasses several key pieces:
Apparel items include navy short and long-sleeve t-shirts featuring collaborative branding. Embellishments include three-stripe appliques on sleeve areas and a distinctive navy zip hoodie paired with gray sweatpants. Each garment incorporates Paris-specific design elements and Chavarria's signature rose motif.
Footwear offerings include two notable adidas Originals x Willy Chavarria styles:
- Jabbar Low: Features a foldover tongue in two color variations
- Jabbar Dress: Highlights animal print pony hair accents
Following the street distribution, event tickets will provide digital access to an adidas CONFIRMED page, enabling collection pre-orders for in-store pickup. The official collection launch occurs at the adidas Originals Paris flagship store, where Chavarria will personally appear on Saturday, January 25, from 1-2 pm CET.
Store Location: adidas Originals Paris Flagship Store 3 Rue des Rosiers, 75004 Paris, France
This strategic collaboration bridges street culture, fashion, and automotive aesthetic, presenting a nuanced exploration of Chicano design influences within contemporary menswear.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.