NEWARK, N.J. – 5 gum, the brand that exists to Stimulate Your Senses, is teaming up with pop star ADÉLA to launch the 5 gum x ADÉLA Stimulating Style Collection — a first-of-its-kind fashion collaboration that transforms chewed gum into wearable art.
Born from 5 gum chewed by ADÉLA during tour rehearsals, each piece was preserved in resin and crafted into five bespoke performance looks. Designed to blur the line between artist and audience, the garments and accessories celebrate the five senses at the core of the 5 gum brand, translating sight, sound, scent, taste, and touch into a tangible experience for fans. Handcrafted in partnership with ADÉLA's renowned stylist and creative director, Chris Horan, the collection features a custom top and shorts with 5 gum wrapper fringe, a statement hat, a chain belt, and a custom mic stand, each incorporating preserved gum to reflect her bold identity and distinctive performance style.
Through this unique fashion collaboration, 5 gum and ADÉLA set out to capture the emotion, movement and sensory intensity of a concert. From the preserved gum ADÉLA chewed to Horan's bespoke craftsmanship, each look carries a personal connection to the artist and a story of its own. Before the collection reaches fans, it will first take center stage: ADÉLA will debut a distinct piece from the collection at five tour stops on her Red Bottoms Tour: Nashville, TN; Atlanta, GA; Salt Lake City, UT; Denver, CO; and Phoenix, AZ, creating a unique story for every piece in front of a live audience. Following the tour, the stage-worn items will be auctioned on eBay, giving fans the opportunity to own an authentic piece of the performance experience.
"One of my favorite things about performing live is the connection you create with an audience," said ADÉLA. "There's an energy between an artist and an audience that's difficult to describe but impossible to forget. Working with 5 gum gave me the opportunity to preserve a piece of that experience. Knowing these pieces will go directly from the stage to fans while supporting Save The Music Foundation makes this collaboration incredibly special to me."
"'How it feels to chew 5 gum' has become one of the brand's most recognizable expressions because it captures what 5 gum has always stood for: experiences that are immersive, sensorial and memorable," said Fernando Rodrigues, Marketing Vice President, Mars Snacking North America. "ADÉLA and her performances embody that same spirit. Her boundary-pushing creativity, distinctive style and ability to create powerful connections with her audience made her the ideal partner to bring this collection to life."
This partnership marks the next chapter in 5 gum's long-term ambition to collaborate with barrier-breaking artists and fuel unforgettable sensory experiences. Over the years, the brand has consistently pushed cultural boundaries through a rich history of disruptive, fan-first activations, spanning custom jewelry design, interactive music drops via upcycled vintage boomboxes, secret-access bodega pop-up raves, and tangible sensory collectibles. The Stimulating Style Collection proudly continues this legacy, bringing fans closer to the music and culture they love.
Bidding for the 5 gum x ADÉLA Stimulating Style Collection will open on eBay following the tour, running from October 14 through October 24. All proceeds from the auction will benefit Save The Music Foundation and its mission to help students, schools, and communities reach their full potential through the power of making music, a cause selected by 5 gum and ADÉLA together.
To learn more about the collection and follow along with the tour, visit 5gum.com/Adela and follow 5 gum on Instagram and TikTok.
