Adidas signs guest designer for Neo label

Sportswear giant Adidas has announced singer and actress Selena Gomez as the new global style icon and guest designer for its contemporary teen brand, Neo Label. As part of the partnership, the singer will work with Neo to design and develop

seasonal ranges, beginning with autumn/winter 2013. In addition, she will also be the face of the four seasonal collections throughout the year, will appear in the brand’s ad campaigns, and will identify her favourite pieces.

Commenting on her new role, Gomez said: “It is a great partnership for me because Neo really cares about style and having fun with fashion and allowing you to be yourself.

“I am really enjoying being involved with the design process and Neo is letting me have fun with this. I get to wear the clothes first and have a voice and an opinion and I can’t wait to see the results of our new collection.”

Hermann Deininger, Chief Marketing Officer adidas Brand, said the fundamental inspiration for adidas NEO Label is “teenage culture – seeking excitement, adventure, and unexpected surprises”, and added that Gomez was chosen because, “teens everywhere admire her natural and enduring sense of fashion and style as well as her compelling charisma and warmth”.

To launch the three-year partnership, which runs until the end of 2015, the sportswear brand ‘high jinxed’ Los Angeles with bright green paint, posters, and streamers spread across the city, and launched a video introducing Gomez as the face of the brand.