Well, before we dive into brand collaboration we first have to make clear where trends come from and what’s the engine behind them. So…
Where do trends come from?
In our digital age fashion trends appear from the streets. Through Social Media they thrive from where you wouldn’t expect them a few years ago. Emerging brands were the first to highly adopt streetstyle and youth culture, e.g. from the ghetto and stuff – with big success. Since a few seasons we could watch traditional fashion houses also lining up collections by integrating the style of influencial people, stars of the digital world, streetstyle and deconstruction.
The first collection of Virgil Abloh for Louis Vuitton was shown June, 23rd in Milan.
Youthculture x Tradition
Brands with tradition appoint designers from the fast growing “new” brands to their reknowned offices. Take Virgil Abloh for instance, establishing his label Off-White in 2012, he made it a keyplayer in fashion since then. Virgil was now showing his first collection as creative director at Louis Vuitton. This is a nice example where young fashion and tradition collides and the “old” benefits from the “new”. Who doesn’t instantly want to name a new creative director just does a collaboration. Collaborations are therefore very popular and the amount is exploding right now. Brands can influence each other, share their audience and customers by mixing styles through a collaboration. Either adopting some trend directions of the collaborating brand afterwards or just make design stay as it was. A relevant example is Dior, brand of tradition, which just worked together with the thriving streetstyle designer Matthew Williams from Alyx for it’s SS 2019. Is there anybody who wouldn’t want a belt saddle bag and futuristic looking clip belt now?
Another concrete instance of an uncommon collaboration is Burberry x Gosha Rubchinskiy. Their collection dropped in janurary this year with limited availability and sold out instantly.
What’s the secret behind their success?
Why is this mix of a super traditional british brand like burberry with a russian, from youth culture inspired, designer like Gosha that successful? Catching nowadays vibe and reaching especially younger costumers are the pros for traditional brands. Reliability and status of being elite and having established a reknowned brand over a century are the pros for emerging brands to collaborate with a house of tradition. In case one brand serves the other. People don’t want those perfectly seperated collections anymore. They want to see things collide to make something new out of it. Cultural identity and mixing the unexpected and total opponents is what really drives fashion nowadays.
If you have any questions or ideas you’re always welcome to write in the comments. See you soon…