Fendi and Versace or Gucci and Balenciaga are some of the firms that understand that unity is strength also in fashion, betting on the binomial as an alternative formula to exploit the limits of the creativity of logos, prints and flagship patterns that are merge in catwalks and campaigns.
2021 has been, for fashion, a year of reformulating itself in search of new strategies. Synergies, exchanges and collaborations have been consolidated as protagonists of a new scene that fuses imaginary, logos and codes, to which Gucci, The North Face, Balenciaga, UGG, Fendi, Versace or Levis, among other firms, have joined.
The international platform for the analysis of fashion trends Lyst published the report “The power of collaboration”, pointing out this creative vein that has marked, together with virtual fashion, the path of fashion in 2021. A strategy that, despite not living its genesis now, it does consolidate its niche in the industry in recent years.
In 2004 the Swedish firm H&M surprised by announcing its capsule collection designed by the then creative director of Chanel, Karl Lagerfeld. The concept was not without controversy, to become, more than fifteen years later, a formula that conquers the field of luxury brands and also “streetwear” and other more accessible.
A synergy between the world of luxury and technical sectors designed for the world of adventure. Through Instagram, Gucci and The North Face ventured in 2020 to announce a collaboration with which they merged high-end garments with others typical of urban fashion in technical materials and prints with the logos of the respective firms.
After a resounding success in terms of sales and virality in networks, this synergy opened the way for collaborations, to which more firms have been added since then, in addition to renewing a second collection with floral prints as protagonists in 130 men’s and women’s garments. woman in padded jackets, sweatshirts or shirts.
The Italian firm, with baroque roots and linked to couture, has found in the minimal stamp marks a terrain in which to walk comfortably. Proof of this is its alliance with the Comme Des Garçons firm, together with which it covers the popular French house bag, which is stamped with the three iconic red and green lines of the Italian firm in a re-launched version after a first attempt at the 2018.
With the name “Hacker Project”, Gucci bet on the merger again, and it did so with Balenciaga in April, in silhouettes that recovered the Balenciaga patterns and appeared stamped by the logo of the two houses and that now, in December, they relaunch a new edition whose bags already hang the sold out label.
Fendi and Versace also bet on hybridization in October, through a collection in which they unraveled the creative legacy of both firms through an original exchange of creative directors, proposing a concept that even merged their names; “Fendace.”
Milan fashion week was overshadowed by the creative dialogue between two of its most significant firms, in an exercise of creativity in which Kim Jones and Silvia Venturini, at the head of Fendi, interpreted their vision of Versace with their designs, while Donatella Versace did the same with Fendi.
The iconic straight-cut jeans, the Levis 501 model or the oversize jackets that marked the eighties and nineties are dyed with lines and prints that the Italian firm Miu Miu designs for the firm, playing with movement ” upcycling ”through which new garments are given life from other used ones.
The Memphis firm celebrated its four decades of history this year, so Anthony Vacarello, at the helm of Yves Saint Laurent, paid tribute to the brand by creating a collection of decorative pieces that range from ceramics to textile pieces, as well as sweatshirts, dresses and sneakers.
The year comes to an end with the help of Loewe and the prestigious animation studio Studio Ghibli, whose scenes from the iconic film “Spirited Away” rest on some pieces by the firm, which will be released next January and in the that the faces of Chihiro, the witch Yubaba or the spirit Without-face are protagonists.