Donatella Versace and Dua Lipa presented their co-designed women’s collection last Tuesday (23), at the French Riviera. “La Vacanza” was the first see-now-buy-now fashion show of the luxury brand. The collection was inspired by the Barbiecore trend, whose predominant colors were baby pink, blue, and Y2K accessories, such as metallic bags, colored glasses, and butterflies.
As you must know, the Barbie movie will launch this year and Dua Lipa was confirmed as a mermaid Barbie version. Also, the singer will be part of the movie soundtrack with the song “Dance The Night”, released last Thursday (25).
More than a marketing strategic
It was not the first time Dua Lipa appeared in a Versace fashion show. The pop singer has already starred in the Versace Spring 2022 Ready-to-Wear Collection, during the Milan Fashion Week. Furthermore, Dua has also modeled for the Versace Fall 2021 Collection.
Being one of the most popular celebs of the moment, she is connected to the young public. That’s why she is now “Versace’s Gen Z Muse”. This strategy is not an exclusivity of Versace. The majority of fashion brands have elected a celeb to co-design a collection in order to associate their image with the brand and increase their sales, becoming a trend in the fashion industry.
Celebrities x Fashion Brands
Collaborations between artists and brands have one purpose: to create unique pieces that will become the desire of the target consumer. These brands invest in advertisements, fashion shows, and photo shoots to engage on social media. The “buzz” around them benefits both collaborators: the celebrity and the fashion designer.
Moreover, the “limited edition pieces” are a strategy to make the co-designs sell out in a short period of time. Let’s take the collaboration between Gigi Hadid and Tommy Hilfiger in 2018 as an example. The racing-inspired collection was a success because it combined the influence of Gigi on social media and the expectation around the fashion show, which was a see-now-buy-now collection.
collabs between Fashion Designers and Fast-Fashions
Did you know that Karl Lagerfeld designed a collection for H&M in 2004? Fashion collaborations can also happen between designers and fast fashion brands. The combination of luxury and mass democratizes access to fashion pieces as they are less expensive than luxury ones and they are easily found in stores. Being a total success, most of the Karl x H&M collab range was sold out in a day globally, according to WWD.
Recently, H&M launched another fashion collaboration. The Mugler x H&M limited edition was created by Casey Cadwallader, a designer known for the Haute Couture Fashion Show that played Brazilian funk on the runway and became viral on the internet. The collab brought a new version of the famous bodysuits of the brand. Currently, the collection is out of stock.
The Most Successful Collabs Between Major Fashion Brands
- Supreme x Louis Vuitton
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The collection between both brands surprised the fashion world because in 2006 Louis Vuitton sued Supreme for launching t-shirts and skateboards with the monogram of the French brand.
Announced in 2017, the collaboration was presented at the Louis Vuitton Supreme Fall Winter 2017. The streetwear designs reinvented the classic looks from the luxurious brand, including jeans, jackets, and bags. The launch was a success, many celebrities showed up wearing outfits with the Louis Vuitton monogram and the Supreme logo on the front.
- Versace x Fendi
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The collab was presented during the Milan Fashion Week of September 2021, named Fendance. Donatella Versace designed a collection for Fendi and Kim Jones designed a collection for Versace. The creation process involved accessing the archives of the two brands and adding remarkable characteristics of each one, such as the famous Medusa logo from Versace and the double “F” logo from Fendi.
Also, the iconic Peekaboo and Baguette bags from Fendi were designed in a Versace style. Moreover, the purpose of this collaboration was to celebrate Italian fashion and avoid competition between both.
- Gucci x Adidas
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Bringing a colorful collection, the combination of the vintage chic style of Gucci and the modern sporty style of Adidas went viral on the internet. Launched during the Milan Fashion Week 2022, the looks and accessories were a remix of each brand’s iconic and famous logos. Recently, a new fashion collaboration was announced. Described as a more modern style, the new line has candy colors like red, green, yellow, classic Gucci brown, and new models of sporty sneakers with Gucci prints.
- Nike x Tiffany & Co
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The collaboration was announced on social media and caused a “buzz” on the internet. Tiffany & Co signed with Nike to launch a new version of the famous “Air Force 1” sneaker that completed 40 years in 2022.
The collab was named “1837”, a reference to the year of Tiffany’s establishment. The sneaker, which costs U$400, is made of black suede and has the Nike logo in a blue Tiffany color. There are some silver accessories that will come in the box, such as a shoehorn, a shoe brush, and an ornament for the shoelace.
The article above was edited by Julia Bonin.
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