STOP, COLLABORATE, AND LISTEN!
On some recent collaborations and what they might mean for the industry
Marc Jacobs, Balenciaga, Jean Paul Gaultier, and now Nike - something they all have in common is finding themselves in news recently because of their collaborations.
Whether it’s with a pop star, influencer, or a game, big brand collaborations have always been a topic of great interest, especially from the public.
MARC JACOBS x DEVON LEE CARLSON
A few months ago Marc Jacobs announced their collab with Devon Lee Carlson, mostly known as an influencer but who is also a co-founder of Wildflower phone cases.
Around younger consumers, she is considered a true trendsetter, and her style inspired lots of them - just by googling her name, you can see one of the top searches is where she buys her clothes.
Being aware of her influence, and after a successful launch of a special edition Valentine’s day shirt designed by Devon and her boyfriend Jesse Rutherford (lead singer of The Neighbourhood), Marc Jacobs made a great move and gave her creative control over a capsule collection.
Pieces reflect her personal style and were aimed towards younger consumers who can’t yet afford expensive designer items, making it a smart, and profitable, decision for the brand.
After shutting down Marc by Marc Jacobs, the brand lost its place on the market of accessible luxury. That’s why someone like Devon Lee Carlson, a familiar and beloved face (by the aimed age group), was a perfect pick for the campaign and to enter that sphere again.
Also, with all the recent collaborations Heaven by Marc Jacobs has been a part of (Dr. Martens and Nodaleto), it feels like their plan is to present themselves as a brand Gen Z can love and actually buy. Items sold are not necessarily timeless but made with a certain aesthetic in mind, which is probably why they have been selling out within the targeted demographic.
All of these were smart decisions, Marc Jacobs was able to regain some interest lost over the years and position themselves as an "it" brand to a new age group.
JEAN PAUL GAULTIER x LIL NAS X
You might find it controversial and shocking, you might find it overdone and boring, but you can’t deny Lil Nas X’s nose for good marketing.
After all the publicity he got for his Satan Nike shoes (which he got sued for) Lil Nas X continues to use fashion and big brands as promotion for himself.
Making 666 shirts might be more of a statement than his attempt at getting into designing clothes but the rapper is no stranger to fashion, it being one of the main channels of his expression.
Bringing interest to both the release of his new album and Jean Paul Gaultier is helping everyone involved.
It’s a win-win situation, both parties get put into the spotlight, the brand gets more mainstream coverage, and is able to sell a limited edition piece, and the singer keeps his name in the press just as his debut album comes out.
PR is now one of the most useful tools any person or brand can have, our attention span is short and hard to keep occupied so the need to stay relevant in the public eye is growing day by day. I guess all is fair in love, war, and marketing.
I will just leave you with a famous saying; there is no such thing as bad publicity!
BALENCIAGA x FORTNITE
Ok, I don’t like saying stuff like this but this collaboration was one of the most underwhelming I have seen in a while (but then again, I am everything but the target audience for it). Even though the digital drop of Fortnite outfits could’ve been more creative, it’s not nearly as bad as the real-life clothing that came out of this.
With that being said, I don’t think making a breathtaking collection was ever their main goal.
In my opinion, this was Balenciaga’s way of gaining access to newer technology. With the rise of AR, VR, and digital clothing in the fashion industry, making a decision to collaborate with an established game company was easier than developing everything on their own.
Designing clothes for characters in a game is just one step away from being able to put those clothes on real people, so already having a relationship with those who are able to do it (and do it well) is a great comparative advantage for the brand.
If they could make some money while doing it, hey why not! But I am not convinced profit and desirable pieces were the main reasons behind working with Fortnite, but that it is just the beginning of further collaboration and Balenciaga’s way into a new business venture.
The question we’re left with is: do these collaborations cheapen the fashion industry and leave the brand involved not taken seriously or are the melting pots of ideas a great way to bring more creativity and people involved, enriching and developing the industry further?
I find them interesting and needed, whether I personally like them or not.
Fashion does not stand on its own, there are a lot of forces shaping it and, being so subjective, leaves room for personal interpretation and input from everyone.
Thank you so much for reading, I really hope you enjoyed this one!
Do you have any fashion collabs you really like? I’d love to hear which ones and why!
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