Report by Julia Robson

Following a ridiculously successful debut collaboration with Adidas Originals earlier this year (the range sold out globally), and to celebrate his showing in London for the first time, sportswear giant Adidas has handed over its concept store in Newburgh Street to Jeremy Scott, the fearless American designer responsible for the latest three-stripe hype.“I’ve always wanted to do up a store, especially in London, one of the coolest cities in the world!” chirped Scott, as he put the finishing touches to his temporary store, wearing a bow tie and orange leopard-print tracksuit.

The Los Angeles-based maverick has transformed the space into a bespoke environment for the global launch of the new range. Supersized images of models, leaping about in tribal or animal print, from the latest campaign are pasted along one wall; and an installation of TV sets acts as a window display. Taking pride of place is the Jeremy Scott ObyO a/w 09 collection, which includes a reissue of the silver winged high-tops, an early 1990s-inspired, hip-hop harem-pant tracksuit, multicoloured puffers and snow boots. “Being American, I’ve grown up with sportswear,” says the man cited by Katy Perry and Lady Gaga as their favourite designer. 

Adidas has collaborated on footwear for his show, but only so far as the shoes, which will, intriguingly, feature heels. “Tuesday is a complete departure… the next step for me. It’s like, double whammy, full on.”

Jeremy Scott for Originals by Originals (ObyO) Pop Up Store is at 6 Newburgh Street, until 28 September

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