No42 Concept Store Opening w/ Purple

After No74 in Berlin and No06 in London, the No42 concept store opened its doors this weekend in Paris. In the heart of the rue de Sévigné, Adidas inaugurates a third large loft with immaculate walls, which will host exhibitions, events, and various cultural exchanges turned towards the Parisian scene throughout the year. In parallel, the new venue will offer a selection of outfits, shoes and accessories from the brand’s various collaborations with the three bands – notably Opening Ceremony, Jeremy Scott, Stella McCartney and the recently celebrated Y-3 collab.

Last Friday evening, Adidas chose Purple to launch the festivities of this gratinée program. Olivier Zahm’s magazine is producing for the occasion an outdoor fashion series shot by Bella Howard – partially hanging on the walls of the concept store, without forgetting to invite her happy band to toast to Cécile Togni’s soundtrack. HOTSPOT in sight!