Fashion resists the passage of time by evolving. Sometimes with fast fashion, with other celebrities. And so the phenomenon of collaboration was born. unpredictable and inconsistent
Before many others, the fashion world understood that teaming up could be useful for enhancing one’s goals. Collaboration between brands expands their respective user base Satisfying the need to reinvent oneself, through the achievement of unusual goals. It is on this wave that we have seen influencers and VIP fashion designers improvise to collaborate with famous luxury houses or personalize bottles of fizzy drinks and paper napkins. of World capsule collectionIn particular, preserves great interactions that allow stylists to develop without leaving their own safe space, as well as for field enthusiasts to see unexpected conceptual materializations.
GORPCORE: what is it and what does it mean
Thus techno-sportswear also infiltrates the fashion system following gorpkor: The abbreviation for the latest trend that GORP derives from Good Ol’ Raisins and Peanuts, referring to an energetic and healthy mix of dried fruits to take with you on long outdoor excursions. Hiking boots, ultralight raincoats and breathable thermal clothing have become trendsetters’ new objects of desire. And institutional fashion hasn’t ignored the change of course, expanding its network of contacts to reach new slices of buyers for capsule collections. An example of this is the collaboration between Maison Martin Margiela’s Salomon and MM6: an outdoor sports brand and conceptual fashion institution that created the sneakers that later went viral due to Rihanna’s performance during the historic halftime Super Bowl. Among other collaborations that combine luxury and sport, we mention Kiko Kostadinov and ASICS, and again Salomon (specialists in fashion-collabo) and 11 by Boris Bidjan Saberi. Riding on the wave of gorapcore, hand in hand with limited production and edition, there is an increased desire to own up in the buyer. By creating objects destined to remain in popular culture.
content continues to follow
Crossroads between fast fashion and high fashion
When it comes to capsule collections, one cannot fail to mention the fast-fashion giant’s winning and long-running campaign H&M, Since 2014, the Swedish brand has been inviting fashion houses to transfer their logos to mass industrial products that are sold at affordable prices. are no longer as accessible as before. The first stylist involved was Karl Lagerfeld, but other realtors include Erdem, Versace, Alexander Wang and Moschino. This year, though, it’s Mugler’s turn with stretchy jumpsuits and transparency. Creating a bridge between two distant worlds that struggle to communicate.
Cross contamination between fashion and other fields
The world of fashionable capsule collections also extends entirely into the outdoors. It is common to see the logos of high fashion brands walking through supermarket shelves: from the restyling of fizzy drink bottles to the embellishments on tissue boxes, the intrusion of fashion into everyday social life has become apparent and decisive. , like the collaboration announced by Balmain Translating your imagery to pret-a-porter, with bottling company Evian. But the fashion system has also found an ally in the entertainment sector, providing a number of signature in-house capsule collections. Most talked about in 2023? Perhaps a strategic collaboration between Versace and international pop star Dua Lipa, preceded by one with singer Cher. Thus opens up new communication horizons, messing with human dynamics, And fashion, both a multifaceted art form and a global economic sector, breaks its mold by innovating itself and allowing itself to be corrupted by society. sometimes exercising, sometimes abandoning the selective rigor that has made exclusivity its unmistakable calling card.
Elena Caneso