Stop, Collaborate, and Listen

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The rise in popularity of designer collaborations can be attributed to mass consumption in general, and our constant need for newness. Even though most studies show that the financial success of collaborations rarely affect either collaborator’s bottom lines, the newsworthy event of two non market parallel brands (Supreme x Louis Vuitton, Versace x H&M, Altuzarra x Target) is enough to get both sides some extra press.

During its show during July Couture, Vetements made a brilliant mockery of this marketing strategy by introducing not one, but 18 different collaborations from all over the market. It makes sense when you consider that the anti-luxury luxury brand’s entire aesthetic is built around the reworking of traditional pieces, and sometimes that reworking even extends to logos like Champion which landed on the most popular hoodie of last season. Perhaps in pursuit of authenticity, Demna Gvsalia approached the brands he admires from all over the market place—including everything lower-end sporting goods like Eastpak, to heritage brands like Carhartt, and Levi’s, and luxury brands like Brioni. And then most surprisingly, Juicy Couture and Manolo Blahnik. Here, we’ve combined Manolo Blahnik x Vetements with the original versions of these aforementioned collaborators.

Fashion Ron Hartleben

Make up Samantha Lau

Hair Rochelle

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createdAt:Fri, 24 Mar 2017 14:04:20 +0000
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