If you want to show your support for Pride London on Saturday, July 7, you may want to go for the colourful, glittery and eccentric brand new versions of the classic Adidas Samba, created specifically for the occasion.
But these are not to wear, rather destined to be a unique exhibition organized at the HENI gallery in Soho. Titled ‘Prouder‘ and opening today after the collection was unveiled yesterday, the exhibition is open to the public for free until next Tuesday.
All the shoes will be then auctioned and, of course, all the proceeds will be given to charity, to the LGBTQ+ youth center Albert Kennedy Trust.
The creations are the result of famous partners that wanted to leave a mark and display their support to the campaign. Among the names, Pharrell Williams, Blondey McCoy, Amanda Lepore, Edward Enninful, David Beckham and Kate Moss have all re-imagined their own versions of the iconic Adidas Samba shoe.
The main promoter of the campaign is DJ Fat Tony, whose message is to give your voice and support to all the young LGBTQ+ people that go homeless and hide their situation.
Each shoe is a unique creation and has a specific meaning: for example, model Kate Moss designed a transparent Adidas Samba, that’s reminiscent of Cinderella’s glass slipper too, but commenting “My ingredients to a perfect world would be a world with no judgement”.
Moreover, Adidas will be sponsoring a float in the Pride parade. Go, have a look and fill your eyes with colours!