Fashion star Prabal Gurung's collaboration with M.I.A. protégée Rye Rye vs. ADIDAS is all in. The spots on GoSee

It comes as no surprise at all – we are talking about the music goes fashion goes crazy-clip by fashion designer Prabal Gurun in cooperation with MIA protégée Rye Rye. The Nepalese designer Prabal Gurung, who had worked as a designer for Bill Blass for five years and now launched his own range, is considered one of the fashion world's new darlings.

So, choosing the electro-rapper from Baltimore as the object of fashion desires may seem like an odd choice at first. However, taking a look at the fashion itself, it all fits like a glove. The designs have a drastic and urban style. Lively, young and stylish of course.

"Everything from the repeating floral pattern to the LED light inspired by the graphic print on the shorts Rye Rye wears in the opening shot was taken directly from the collection," explains Gurung in Stylelist, where the clip was shown for the first time this summer.

Prabal on Rye Rye : "When I first heard one of Rye Rye's mix-tapes some time back I was immediately taken by how unique and dynamic her music was. Her authentic sound and tremendous energy was exactly what we were looking for, and I have always loved her bright, personal style."

It seems that ADIDAS was thinking along the same lines – Rye Rye's cooler sound was used in the ADIDAS IS ALL IN-1 minute spot. The spot is all about sheer female football power: homerun-darling Katy Perry, tennis star Caroline Wozniacki, blogger Sneakerqueen, Chinese actress Li Bing Bing and many more are the stars of Adidas' new online spot.

Sid Lee in Montreal and daughter Jimmy Lee were responsible for the creation and production in Montreal. That-Go took care of the direction and Boogie Studio masterminded the final sound design. With 'Adidas is all in', the sportswear brand has kick-started its most expensive, elaborate and biggest campaign ever.

prabalgurung.com