LABRUM, Arsenal and adidas held a first-of-its-kind runway show pitchside at the Emirates Stadium this week. The show featured a number of well-known faces participating, including Arsenal’s Declan Rice.
Laying down an absolute marker in the ever-growing football/fashion space, LABRUM London, Arsenal and adidas have made history by holding a first-of-its-kind runway show pitchside at Arsenal’s Emirates Stadium. The London Fashion Week Spring/Summer 2025 show built on the collaboration between LABRUM, Arsenal and adidas, which saw the three brands come together to launch the club’s 2024/25 away kit in July this year.
The show opened with a spoken word recital from grime artist and Arsenal supporter Ghetts, followed by well-known names across the cultural spectrum including Clara Amfo, Mawaan Rizwan, Amanda Reifer, Michael Dapaah and Arsenal midfielder and adidas athlete, Declan Rice, who walked the runway.
Attendees included Wretch 32, Bashy, Eni Aluko, Himesh Patel, Michael Ward, Arsenal legend Alex Scott and Arsenal men’s first team players Riccardo Calafiori and Myles Lewis-Skelly.
Celebrating the diversity of Arsenal’s local and global communities, the 24/25 away kit collection was reimagined as a tailored suit for the show. The collaboration showcases the juxtaposition of football and fashion and how both worlds collide to create a cultural fusion. The Pan-African Union colours have also been incorporated on adidas’ three stripes to celebrate the continent and create a mural of Arsenal’s past and present connection to the African diaspora in London and beyond.
The show as a whole – beyond the fashion and faces on display – felt like a real moment of note. We've all been witness to the world's of football and fashion becoming more and more intertwined, crossing over with regularity, but here was a fashion show, hosted during London Fashion Week, taking place at an actual football stadium, with football players and football kit as central features.
Adam Gardiner, Marketing Director at Arsenal, said: “Our collaboration with LABRUM London and adidas is unique as it taps into our rich culture and heritage, in a distinctively Arsenal way.
"Football and fashion are influential forces in our global community. We’re excited to bring them together during London Fashion Week - an iconic moment in our city’s calendar - to inspire a connection and a sense of belonging for our supporters around the world.
“This is the perfect way to build on the launch of our away kit, with a first-of-its-kind event at Emirates Stadium.”
Chris Walsh, VP Brand at adidas, said: “At adidas we believe in the power of collaboration, working with our trusted partners on distinctive products and designs. Our ongoing partnership with LABRUM London exemplifies this spirit. The Spring Summer 2025 show truly celebrates the intersection between fashion and football culture, through innovative tailoring that draws on design features from Arsenal’s 24/25 kit, and a unique take on the iconic Superstar.”
Shop the Arsenal x Labrum collection at prodirectsport.com/soccer
