Brand collaboration is one of the game-changers in the contemporary fashion industry. For the last few years, not a month has been gone by without news of a fresh fashion collaboration. Luxury brands and mass market, fashion houses and artists, bloggers and fashion houses, they all are becoming increasingly unified. The Vremena Goda Galleries team highlights the brightest of them.
Where it all started
The duet of Elsa Schiaparelli with the surrealist artist Salvador Dali in the 1930s is considered to be the very first fashion collaboration. This collaboration resulted in the launch of handbags-telephones, hats-shoes, jackets with drawer-style handles, as well an organza dress with a lobster image.
The first collaboration of a designer and mass market took place at the end of the 60s. Then the catalog company Quelle involved Heinz Ostergaard in the development of the collections. However, fashion collaborations gained real popularity only in the early 2000s thanks to H&M, which began engaging high fashion brands into cooperation.
H&M x Simone Rocha SS’21
What's the point in collaboration for brands?
Collaboration is something refreshing for brands - the outcome tends to be unexpected and therefore a curious one. Plus, it's a handy way to reach new audiences. When a luxury brand intends to appeal to youngsters, it turns to streetwear brands. Not only brands but customers get excited about collaborations as well. They are given an opportunity to obtain a unique fashion item created by two celebrated brands at once. As a rule, such collections are limited, which makes each item almost unique.
Collaborations of two luxury brands
Gucci x Balenciaga
The most celebrated two-luxury-brand collaboration took place in 2021. The collection, in which Alessandro Michele engaged Demna Gvasalia, was dedicated to the centenary of the Gucci brand. The fall/winter 2021/22 collection combines jockey-inspired designs recalling Gucci history along with iconic Balenciaga silhouettes. The collection turned out to be a vibrant one: logomania, flower prints, crystals as well as extraordinary accessories like a heart bag.
Burberry x Vivienne Westwood
Burberry collaborated with Vivienne Westwood in 2018. The joint collection of the two largest British brands includes the legendary fashion models from the Vivienne Westwood archive, seen through Ricardo Tisci's fashion lens. Part of the sale money went to the Cool Earth rainforest fund.
Collaborations with artists
Dior Men x Kenny Scharf
To work on the Pre-Fall'2021 collection, Kim Jones, art director of Dior Men, invited American artist Kenny Scharf. He is best known for his artworks at the intersection of painting, performance and sculpture. The fashion items from the collaboration, from coats to accessories, are adorned with colorful psychedelic prints with references to cartoons, pop culture and science fiction.
Louis Vuitton x Urs Fischer
The brand's signature monogram has become the result of the collaboration between Louis Vuitton and Swiss artist Urs Fischer. Urs Fischer’s version of the LV initials and Monogram colors is a hand-crafted voluminous, distorted silhouette. Ursom Fischer presented the monogram in two color options - black and white as well as red and black. The limited-edition capsule happened to be an instant hit.
Collaborations with sports brands
Gucci x The North Face
The collaboration concept is all about technology which The North Face is famous for, and Gucci's brand style with bold '70s-inspired prints. The line includes women's and men's clothes, footwear as well as accessories. The collaboration between the Italian Fashion House and the streetwear brand happened to be rather successful: the collection was instantly sold out by brand fans.
Stella McCartney x Adidas
British designer Stella McCartney and the sportswear brand have been cultivating their solid friendship since 2004. These brands regularly produce joint collections. The latest one Future Playground was released in January 2021. The collection is made of sustainable materials and inspired by street sports. Long sleeves, bicycles, windbreakers, as well as other fashion items, were decorated with floral prints.
Collaborations of brands and celebrities
Gia Couture Firenze x Rosie Huntington-Whiteley
Model Rosie Huntington-Whiteley has created a shoe collection together with the Italian brand Gia Couture Firenze. In this collaboration, there are all must-haves for the summer season: from comfortable flat sandals to ultra-fashionable peep-toes and square toe shoes. All models are made in natural colors, which Rosie Huntington-Whitele tends to pick up for her looks.
Chiara Ferragni x Nespresso
The coffee machine company Nespresso has collaborated with Chiara Ferragni, a prominent fashion blogger and recognized fashion icon. The limited edition collection of coffee machines and other coffee accessories is made in pink and decorated with print combining the Nespresso monogram with Chiara's signature eye design.