OPINION: Plastering your logos all over another brand’s product is not imaginative, and not new. Clever collaborations are quite different.
One plus one always equals two, but sometimes in fashion, things are not the sum of their parts. Sometimes, they add up to something smaller. I’m speaking of collaborations, which seem to have eaten fashion alive. And the more unlikely the pairing, the more “fashionable” they seem to have become.
company that allegedly produces 2000 distinct items of clothing a day, released a Frida Kahlo range. Excuse me while I un-knit my monobrow – the mind boggles. I seem to be in the minority in my thinking because fashion, and consumers, love collaborations. Personally, the thought of TiffanyCo. creating a non-fungible token in partnership with CryptoPunk makes me want to hurl an Elsa Peretti cuff out the window, but even if I wanted to purchase a token, I’d be fresh out of luck: they are sold out.
Fashion works best when it has a distinct point of view, and in a collaboration this is very difficult to achieve. It’s not impossible: bringing together two talented minds who might not have much in common on paper can yield incredible results . That is true collaboration. What I’m talking about is a series of products with a logo stamped on top. It isn’t imaginative. It’s not new. And in the words of my Year 7 tennis coach: “It’s a waste of my time and your money.
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