FAMOUS COLLABORATIONS BETWEEN BRANDS

• collaborations
• brands
• contaminations
• luxury co-lab
• co-lab

Collaborations between fashion brands now seem to have anchored in the fashion sector. It's time to look at the co-labs to come, stylistic contaminations bounce on the net almost every month, many are looking for nothing else.

If initially co-labs were intended as the combination of a well-known face in the world of art or sport with the identity of a brand, now it is the designers themselves who get involved and change the cards on the table.

From Louis Vuitton x Supreme to The North Face x Gucci these stylistic contaminations are becoming more and more “courageous”.

The concept of branding is therefore revisited and the fashion houses enjoy playing and mixing ideas, but above all the market targets. Here are some contaminations that have left their mark:

- The project "The Hacker Project" by Balenciaga x Gucci, which takes the name of hacking, outlines the stylistic contamination between the two brands Gucci and Balenciaga and lands on the catwalk during the Spring Summer 2022 fashion shows. The products show the double BB logo of Demna Gvasalia instead of the Gucci double GG, iconic of the brand. There is talk of counterfeiting and reinterpretation of two different brands that give way to a surprising aesthetic and a dynamic and over the top vandalism. A "hacking laboratory", a remixing of stylistic codes that united two worlds with very precise and distinct aesthetics. This time, fashion has started to play on the same level, that of luxury, totally redefining the concept of branding.

- Fendace an exchange of Maison took place. Kim Jones, artistic director of Fendi, has in fact created a Versace collection, while Donatella has focused on creating a small Fendi collection. In a triumph of baroque prints and sparkling FF, double-logo accessories rode the catwalks at the end of Milan Fashion Week in September. Brand identity no longer seems to be a style abbreviation, but a real marketing strategy! Fendace, on the one hand Fendi by Versace and on the other Versace by Fendi: Donatella Versace and Kim Jones have reinterpreted, one for the other, the codes that made them famous. And everything turned into a heart-pounding fashion show staged as a surprise at the end of Milan Fashion Week in September 2021. For the first time, two brands from two different and competitor groups (LVMH and Capri Holdings) join forces and create something new.

- Tiffany x Supreme, which blends the styles of two different product categories! The famous jewelry brand has, in fact, created together with Supreme a line of six pieces inspired by the iconic Return to Tiffany abbreviation, adapting it with the remake Return to Supreme. From key rings and bracelets to necklaces, streetwear has also taken over jewelery.

- This is also demonstrated by the new release ("exit") of Prada X adidas, co-branded creations. The iconic Three Stripes motif of the sports brand is taken up on a selection of unisex black & white bags, accessories and clothing (the Prada X adidas collection will be released on January 13 internationally, online and in store).

Collaborations seem to have become more and more frequent, also the result of the constant need for renewal in an "artistic" sector such as fashion, which needs creative fuel on the agenda. They represent the change of mentality towards a scene more and more steeped in pop culture. The brands have been oriented towards a strong branding and market positioning work capable of influencing the consumer in his habits.