add FW25 / TANZABEND
The add FW25 collection was created based on an imaginary fairy tale. Inspired by the 1990 play by German choreographer Pina Bausch, it tells the story of a young man who tries to
complete an expedition in search of a better life, but is constantly hindered by external factors such as the weather and other obstacles. On his journey, he learns to overcome the difficulties, learn from the differences and improve his skills.
Practice meets vulnerability, Warmth meets movement.
The collection revolves around the idea of combining the high performance and quality standards of add’s know-how with new functions and forms that lead to a new, refreshed aesthetic.
The first and most obvious feature of FW25 is the mix of different textures and materials, which helps to convey this sense of versatility that is at the heart of the collection. The fabrics were matched by juxtaposing matte and shiny or triple-layered and super-lightweight nylons, placing each material to bring out its best qualities. This contrast not only improves the functionality of the garments, but also refreshes the aesthetic.
The fabrics themselves have been updated and defined by soft hands and bold textures, a blend of classicism and innovation that continues to reaffirm the brand’s renewed identity.
It has also been widely applied to the casual wear categories, which are gaining momentum from season to season.
The idea of merging this universe has also had an impact on the design of the entire collection. The soft and light nylon down jacket was combined with archetypal garments such as trench coats, wool bomber jackets, biker jackets and much more.
Both the men and women for add were seen under this ‘’design lens’’.
As the collection relates to a contemporary dance piece, freedom of movement was considered important. Part of the collection is indeed dedicated to performance activity. Soft down mixed with technical knit or stretch fabric create interesting garments that can be used both for a run or as casual jackets.
add’s vision is slowly but surely moving towards a ‘’lifestyle’’ brand concept that includes offering different and new apparel categories such as knitwear, dresses and more.
This season, knitwear in particular has been upgraded with a wider range of fibers and composi- tions. From lightweight to heavyweight, each knitwear group is designed to meet different needs, from a day on the town, a casual weekend getaway to a cold winter night. Esthetically, each group also has its own pop, despite being part of the same idea.
Like the overall vision, the hardware and small accessories have been redesigned and updated as add’s synonymous of quality. From a more classic to a sportier interpretation, different branded zippers and pullers have been coordinated and matched with the overall clothing style.
All these chatachristics identify a collection that fuses knowledge and the courage to transcend stereotypes. And in doing so, creates beautifully crafted garments that uphold the brand’s reputa- tion and its place in the market.
Ultimately, we should not be afraid to try new things, combine garments for different occasions and discover new possibilities in our daily lives.
