Unfamiliar can be anything you don’t wear frequently. Molly Presidential 2024 T-shirt It can be patterns, colours, styles of clothing, outfit combinations, accessories, jewellery, shoes … really anything that’s not in your usual outfit rotation. But if you enjoy wearing florals (familiar) and then decide to wear paisley (a stylised floral) this is likely to be unfamiliar, whilst still authentic as they are related prints, versus if you’d decided to wear a large check pattern this may be inauthentic as it’s a very different style of print and may not be a good expression of your personality. Anything unfamiliar can become familiar with time and frequent wearing. One of the reasons you get into a style rut is because you’ve gone all for things that are too similar and too familiar and you become bored with your style (which is why I developed my Evolve Your Style 31 day style challenge, as it helps you to try out unfamiliar items (garments and accessories) and see if they are something you want to try including in your regular wardrobe and style – making them feel more familiar as you work through the month. You will also discover as you do this challenge that some items will be authentic, and others inauthentic. The more you try things outside your current style the larger your comfort zone becomes and so what was unfamiliar can become familiar quite quickly. When I first learned about the power of a large scale necklace to make my large bust look smaller, I was keen to try it out, and what was once unfamiliar, has become something completely familiar and an integral part of my authentic style.

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Nike fans might attempt to make a case for a comparable influence on culture. Molly Presidential 2024 T-shirt But there’s one way in which Adidas unarguably leaves it in the dust: its relationship with high fashion. While Adidas, like Nike, has released several tie-ins with important niche fashion brands and cult designers – A Bathing Ape, Craig Green, Fear of God, Palace, Moncler, Wales Bonner et al. – it has also collaborated with several major league names, including the likes of Balenciaga, Raf Simons, Rick Owens, Gucci, Prada and Stella McCartney. But then, in 2003, Adidas’s most unlikely pairing came with the avant-garde Japanese designer Yohji Yamamoto. The resulting Y-3 line, which in time would lead to the creation of an entirely new division for Adidas – Sports Style, alongside Performance and Originals – would, it’s not too bold to claim, reshape fashion entirely. Launched a decade before athleisure went mainstream, Y-3 opened the portal for a more direct relationship between high fashion and sportswear that many other companies would later capitalise on. As Yamamoto pointed out, consumers were already looking not to fashion designers for inspiration but to athletes and rock stars. Put simply, in the words of Yamamoto, “we created something that did not exist before”. Sometimes Adidas has got it right, and very right indeed. If it had turned down Michael Jordan, it wasn’t going to miss an opportunity like that again. This time it would be Nike that dropped the ball. Yamamoto approached Nike with his proposal first. “Their answer was very sharp and straight: ‘No, no, no. We will never make that [kind of clothing]. We are doing only sportswear’,” as Yamamoto would recall. “So I made a call to Adidas. And immediately they said yes.”