Over the past few years, collaborations between brands have given the fashion world a whole new dimension. We’ve seen Supreme cement itself as a streetwear giant through the collaborations ingrained into the brand’s identity, feeding off the publicity brought about by random partnerships with companies in different industries. We’ve also seen some of the most coveted designers join forces to share and combine techniques and aesthetics; think the recent Fendace collection or Matthew Williams’ newest work with Moncler. Some have been ingenious and invigorating, while some have missed the mark by a country mile. But there are also some that are so unlikely and unexpected that we feel like we need to take another look.
GUCCI X XBOX
This potential collaboration was teased earlier this week through an interaction on Twitter between the two brands. The official Xbox account tweeted, “Saying ‘GG’ at the end of every game will never go out of fashion”. The Italian luxury fashion house’s official Twitter account then replied, “We couldn’t agree more”. In addition to this, Matthew Haag, better known as Nadeshot, the CEO of 100 Thieves, a gaming organisation based in LA revealed a leather tag attached to a Gucci monogram bag with both Microsoft Xbox and Gucci logos together. These are still rumours but it is exciting to see what’s in store.
ADIDAS ORIGINALS X LEGO
Adidas Originals and Lego have an unlikely relationship that seems to be ongoing. Having released collaborations in the past, their newest project was focused around the iconic Superstar silhouette. The trainers feature lego brick detailing on the three stripes and shell toe cap, and were launched earlier this year alongside a lego set to build an entire model of the shoe.
THE NORTH FACE X GUCCI X POKEMON GO
Although the brands are very different, a collaboration between The North Face and Gucci seems to make sense. But throwing Pokemon Go into the mix takes the concept to a whole new level. Perhaps ahead of its time now the meta verse and digital fashion is taking centre stage, this collection represents brands using collaboration to jump on viral trends and benefit from the attention.
PALACE X RAPHA
Palace is another streetwear brand that has its roots in collaborations and they regularly join forces with sportswear brands like Adidas for clothing and footwear releases. However their unexpected collaboration with cycling brand Rapha is one collection that stands out more than the rest. While it was extremely hyped, as you can imagine graphic heavy, technical garments would be, it also felt authentic, with Rapha kitting out their cycling athletes in the collection to race in the Giro d’Italia.
BALENCIAGA X THE SIMPSONS
Subversive fashion house, Balenciaga under the direction of Demna Gvasalia, launched its Spring/Summer 2022 collection through a short film which was based in The Simpsons’ universe. The astonishing collaboration threw the luxury fashion world into a spin, as well-loved characters modelled the newest collection and Balenciaga employees were immortalised into the cartoon. This is just one example of the brand’s recent pop-culture partnerships which also includes Fortnite and The Hulk. Demna’s Balenciaga is known for being outrageous and this partnership definitely was that. But it was also clever and thoughtful, and explored the ability of an expensive, luxury fashion house to join forces with another brand to do something completely unexpected.
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