From the Sector

adidas unveils its new campaign to celebrate the FIFA Women’s World Cup Australia & New Zealand 2023™. The campaign is dedicated to next gen icons Alessia Russo, Lena Oberdorf and Mary Fowler and looks to drive more global attention for the game and inspire other young women and girls to follow in their footsteps.

Marking adidas’ most impactful Women’s World Cup campaign to date, the brand unites its global family of football legends and advocates of the women’s game. Headlined by a series of fast-paced films, the campaign welcomes a star-studded line up of David Beckham, Leon Goretzka and Ian Wright, actor and football fan, Jenna Ortega, as well as Argentina’s World Cup hero, Lionel Messi. They come together to celebrate the skills that Russo, Oberdorf and Fowler are renowned for, from vision and interception to power, creativity and accuracy.

The films are part of a new creative proposition from adidas for the upcoming tournament. ‘Play Until They Can’t Look Away’ aims to platform and showcase some of the world’s greatest football players on the biggest stage – whose skills and passion for the game demand global attention and support.

Set against the soundtrack of SL2’s iconic song, On a Ragga Tip, fans see World Cup winner, Lionel Messi, alongside Mary Fowler, guiding both viewers and Jenna Ortega across the world to Fowler’s home country of Australia , with preparations for the biggest women's sporting moment underway.

Meanwhile, David Beckham and Ian Wright, alongside his granddaughter, Women’s Arsenal FC player, Raphaella Wright-Phillips, are unable to look away in a supermarket as Russo spectacularly weaves her way through the narrow aisles, in her own creative fashion. Finally, Goretzka is expertly interrupted while bowling as Oberdorf whizzes around an arcade, powerfully intercepting balls in each scene to achieve a high score of her own.

Paying respect to those who have gone before, the films are also filled with subtle references to memorable moments that football super fans will revel in, including shirt numbers, iconic tournament balls, plus much more.

Art meets sustainable fashion in the third edition of the project "CirculART", the initiative that sees companies, artists and fashion designers working together with Cittadellarte - Fondazione Pistoletto, showing how new balanced forms of production, design and sharing can be explored through a careful choice of materials and of sustainable supply chains. Three key concepts underpin the circularity of sustainable fashion and therefore this project: Reduce - reducing the consumption of raw materials, Reuse - reuse of raw materials, Recycling - regeneration.

The project CirculART is conceived and developed in collaboration between Fashion B.E.S.T. and UNIDEE Residency Programs, and led by the Foundation's team of curators.

Fashion B.E.S.T. - Better Ethical Sustainable Think-Tank, Cittadellarte - Fondazione Pistoletto’ sustainable fashion office, was created by artist Michelangelo Pistoletto and Franca Sozzani. Since 2009, B.E.S.T. has been working on the development of sustainability in the textile sector, to lead to a contamination between art, which assumes social responsibility, and the world of fashion, which is looking to define a new ethical and sustainable model.

CirculART proposes a new link between fashion and art, engaging both in a conscious and innovative combination of sustainability, sensitivity, beauty and union. The project links territory and production factories, bringing together actors from the different sectors making up the textile supply chain that work on the basis of a circular economy with companies that have chosen to embrace the ideal of sustainability and develop an innovative business model.

The protagonists of this year’s edition are two international artists and two international fashion designers, selected through an open call launched by Cittadellarte: Augustina Bottoni, Lucia Chain, Huge Sillytoe and Rebecca Sforzani, young talents called upon to create a work with fabrics produced by partner companies, focusing on dialogue and on the enhancement of the textile industry production chain.

In early 2023, the programme will give the four selected artists the opportunity to visit and work actively with the partner companies that have joined the initiative.
These are: Achille Pinto S.p.a, manufacturer of textiles and textile accessories for the main international fashion brands; Albini Group, Europe's largest manufacturer of cotton fabrics for shirts; Erica Industria Tessile, a leading company in the creation of textile prints, original and customised designs; Filatura Astro, eco-sustainable regenerated yarns; G2B S.r.l., a chemical and environmental analysis laboratory working with vertical cultivation from which indigo is obtained; Lampo by Ditta Giovanni Lanfranchi S.p.A., leader in the creation and production of zips for fashion; Lanificio Fratelli Cerruti, a Biella-based weaver for haute couture; Lenzing, world leader in the production of fabrics made from fibres derived from renewable wood raw material; Milior, a producer of high quality fabrics; Officina +39 – Chemistry plus creativity, a chemical company with thirty years' experience dedicated to research and chemical application in textiles; Tessuti di Sondrio, a factory inspired by the century-old local textile tradition of processing cotton, linen, hemp and wool; Tintoria Emiliana, garment-dyed production and sustainable practices; Zegna Baruffa Lane Borgosesia, a manufacturer of 100% Made in Italy fine combed and carded yarns.