Adele in Munich

About the Client: Adele, the globally renowned singer and songwriter, is known for her powerful voice and emotive performances. Despite her immense success, previous merchandise collections had not fully resonated with her vission. Our aim was to change that narrative by creating an exclusive luxury merchandise collection.

About the Project: Studio Innate was tasked with developing an exclusive luxury merchandise collection for Adele’s “Adele in Munich” event. We took a fresh approach by swerving the traditional merchandise tour gear and aligning to a high-end fashion line inspired by iconic figures backed by brands rather than merch like Yeezy (Kanye West), Drew (Justin Bieber), and Skims (Kim Kardashian). Initially, we proposed a brand called ‘Daydreamer,’ inspired by Adele’s fanbase’s self-referred name, featuring bold and confident typography. Visually, this concept resonated strongly with Adele however the decision was made to expand the visual direction incorporating iconic songs and lyrics, resulting in a diverse and luxurious collection.