adidas NEO Label guest designer and style icon Selena Gomez is giving fans exclusive sneak previews of her new Spring/Summer collection. A series of personal films can be found hidden online, before the collection officially launches on 12th February.
In the most intimate, direct-to-fan fashion launch ever, Selena Gomez has hidden a series of self-shot #NEOsneakpeek short films across the web. Each film will offer an exclusive preview of key pieces from her NEO Spring/Summer 2014 collection, and give an insight into Selena’s design inspirations.
Clues to find the #NEOsneakpeek hidden films will be posted across NEO and Selena’s social media channels, rewarding dedicated fans with the exclusive footage. A new film will be released daily from the 5th February, until the collection’s official launch on 12th February. Only the most dedicated and fast-acting fans will uncover the films, as each will be live for just 24 hours.
The striped back #NEOsneakpeek films were all captured by Selena Gomez ‘selfie’ style, while she was at her Spring/Summer 2014 NEO photoshoot.
Fans get a candid glimpse into Selena’s life as a guest designer for NEO as she talks through the process of creating the collection and her inspirations. The films capture Selena’s off-stage self, hanging out at her shoot, and offering a look at her favourite clothing and accessories from the edgy range.
Fans who uncover the hidden films also have the chance of winning adidas NEO Label goodies from Selena’s range each day.
Selena said ‘It’s so much fun to break the rules by sharing my favourite new looks before the collection is launched! It’s cool to be able to share my inspiration and talk through the design process for my fans. I hope everyone enjoys finding the films!’
Claire Midwood, Vice President adidas NEO Label, said: ‘Selena has created a rebellious collection for NEO and now we are launching it in a rebellious way. The hidden films will reward fans with a preview of Selena’s favourite pieces and an insight into how the range was created.’
#NEOsneakpeek will culminate on 12th February with the launch of the full range and a one hour global #NEOSelenalaunch Twitter contest where one lucky fan will win the once in a lifetime chance to meet Selena in person. More details are available on NEO’s social channels.
Watch Selena launch #NEOsneakpeek here.
To stay up to date on all things NEO, including Selena’s edgy new collection, visit http://www.adidas.com/neo or visit the NEO Twitter account @adidasNEOLabel.
adidas NEO Label is available through the adidas.com online shop, in NEO stores and wholesale accounts around the world.