How Fashion Collaborations Work
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- Опубліковано 12 чер 2024
- In today's video Finn discusses what goes on behind the scenes at major brands when it comes to fashion collaborations. We talk about everything from the business deals between brands when they collaborate to the terms of some of the contracts.
The nature of fashion collaborations has radically evolved in the last twenty years. Purely, its essence is still intact: create a dialogue with the present times with the best possible partner. Under uncertainty, are we better together than alone?
Everybody who is anybody has done a fashion collaboration. That is a fact and a mantra inside the fashion industry. No matter the market segment or the size of the company, everybody is now allowed to collaborate.
That spirit of joint work was not very common decades ago due to politics of secrecy, competitiveness, and design as a valuable asset that was not supposed to be shared.
In today’s market, “no man is an island”, globalization and technology continually work under a convoluted roadmap, where the cooperation of fashion players is mandatory to survive.
In 1999, Target broke the mold along with the Architect Michael Graves introducing its first designer line of products. Isaac Mizrahi, Philippe Starck, Proenza Schouler, and Rodarte are part of the group of designers that have collaborated with the mass-market store over the years.
Marc Jacobs introduced the global contemporary art scene in 2001 at Louis Vuitton (a century-old luggage luxury brand that once was the temple of the aristocratic traveler), thanks to Stephen Sprouse’s collection that featured a classic monogram canvas revamped with graffiti.
“Art and fashion were not strangers (think of Elsa Schiaparelli’s relationship with Surrealism) still, its renewed encounter under new century business rules changed how luxury was perceived globally and how it could interact outside of its Parthenon.”
Swedish giant H&M went further, establishing an unseen dynamic between a retailer chain and a high fashion brand. It all started with Karl Lagerfeld’s collection back in 2004 that became an international formula to success. Designer clothing at affordable prices was here to stay as the customers went crazy about it and demanded more.
Today’s landscape is utterly different. The collaboration arena has merged into a crowded marketplace where everybody wants attention and immediate financial results. From the music industry to entertainment, passing by the internet stars and the heritage fashion houses; all of them open to collaborating, joining efforts to double sales or gain public recognition.
This unalike cocktail of ingredients is making the collaboration field either a gold mine or a battlefield. Like never before brands have been sharing their ideas, mixing their processes and combining the DNA of the brands, finding new results to drive innovation.
You Collab, They Collab, Everybody Collab: How Did We End up Here?
According to Frans Johansson, author of The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts & Cultures, innovation evolves across disciplines and disparate industries. The intersection, “as the point as the point where established concepts meet, connect, clash, and combine, where remarkable innovations are created and new, groundbreaking ideas emerge”.
A fashion collaboration is about a dialogue between the brands, their legacies, and the core values that define them. An unknown territory where everything can be possible and the outcome should reflect the syncretism of this experimental approach. The Medici’s analogy could serve as the template for a “cross-fertilization of ideas” approach to collaborations. Just like the Florentine banking family did in the fifteenth century, breaking conventions and mixing disciplines and cultures to start the Renaissance period.
Creating a fashion collaboration to gain brand awareness remains relevant as a corporate strategy. The action may get media coverage leading to call-to-action purchases. In addition, other goals can be achieved, such as introducing the brand to a new demographic, rejuvenating the brand image, or changing the brand’s positioning.
Today, some of the fashion collaborations do not follow the classic playbook. As the strategy has entered the mainstream, brands must keep up surprising and plan their most unexpected move.
Fendi X Skims collaboration is the latest example of two brands seemingly at the opposite end of design. Shapewear and a revered roman house specialized in fur and high fashion, seemingly opposites attract. Kim Jones, Fendi’s Artistic Director, was a pioneer in the collaboration trend due to his partnership with the athletic brand Umbro back in 2002.
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This man Finn is a legend 😂😂😂
I was literally wondering about how fashion collabs work a few days ago! Perfect timing
Hello. I am from nigeria and i have been a tailor for 8 years plus now. Currently taking online courses relating to fashion so i can get a job in fashion industry.. I specialise in men clothing but know a thing anout femal and can easily adopt that. I will be very glad to have you giud me on how to get a job in fashion as a nigeria.
Bro, tag the people in these lives! ahahha I cant tell if thats Henry Lowe or not hahah
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My mom bought one kislux and she loves it. It had been there for over 10 years when she went out with it.
Hi i was just about to unsubscribe, when i thaught i might leave a message as honest feedback. I havent watched any of your videos lately just because they were all these recordings of livestreams. Its just a pain to watch for me and lacks any story arch. I was a subscriber from your earliest days, was commenting in livestreams, bought your magazine etc. So therefore i hope you dont give up on yt and find the time to make quality content like before some day. I will definitly check your channel in a year or two again!
I fully understand if your lacking the time or energy, just wanted to leave a bit of a good bye card.
Best of Luck!
Thanks for the honest feedback I really appreciate it. The livestream clips are because people always ask for them so they don’t have to watch the full livestreams. I have been mixing content types and the livestream clips are just one facet of it.
Just a bit of experimentation but fully understandable why it may not resonate.
Also just as a side note, there seems to be this misconception that I’m doing it to save time - it actually takes forever to comb through 3-7 hour footage to find the relevant clips within and edit on top of it if needed. It would actually take me less time to make stand alone videos.
It’s funny that you comment that because I enjoy this channel because of the live streams. Of course the other more formal videos are great but this content keeps me entertained. I enjoy hearing other perspectives on topics that I happen to have nobody to talk to about in my own life 😆 so please keep it up! Vast majority of us love it.
So many people do this. I love the live streams being chopped up. So that i don’t miss out on any gems
I'm gonna less Soviet/Georgian street references and more Spanish/French Couture..
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Sagging is so ol. Taken from gay men in US prisons. I'll let you figure out why....