Nike goes Couture

Who comes to mind when you think of Paris Haute Couture? Schiaparelli and Thom Browne for sure, but Nike?

The athletic brand, founded in Oregon, US, could not be any more different than these prestigious fashion houses, but low and behold, they held their debut show at Paris Couture Week on July 5th, off the calendar, during Valentino’s time slot. Named, Goddess Awakened, the show embodies the Goddess Nike through women's empowerment. With the help of choreographer Parris Goebel, choreographer for Rihannahs Super Bowl halftime show, Nike created a high-energy show full of dancing, running, and women expressing their athleticism. The show was inclusive, featuring women of many sizes and complexions. 

The 40-minute show embraced womanhood through motion. In a variety of dance, voguing, running, and sports segments, models and dancers performed in monochromatic Nike look including Nike’s new period protection shorts, and advanced sports bras designed to support women as they run. The woman in the presentation showed off their athleticism in these advanced sports products, displaying their limitless abilities while wearing Nike. Many looks featured oversized pants and jackets, and baseball caps, creating a very gender-fluid street-style feel for the show.  

Fashion and technology work hand and hand, Nike is a prime example of this through their constant innovation and development of products that help women perform to the best of their abilities. Who would have expected Nike, of all brands to crass fashion week? Can we expect to see Nike extend their boundaries even further, is Nike becoming Couture?