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  • Writer's pictureTuong Vi Dang Vu

COLLABORATION| POTENTIAL FOR DEVELOPMENT OF FASHION INDUSTRY

"Fashion Collaboration", a phenomenon that has been increasingly prominent in recent years, allows each brand or individual working in the industry to exploit each other’s strengths and obscure individual weaknesses, thereby creating a resonant image for the target audience.

IMAGE: GUCCI

POST-COLLABORATION POTENTIAL

It can be said that collaborating or shaking hands with a certain brand or individual is a way to create a playground for talents to express their unlimited capacity and creativity. This is the premise to create great campaigns and products that help attract customers' attention and drive incoming revenue.

IMAGE: ELLE

SYNCHRONICITY IS KEY

IMAGE: RUNWAY MAGAZINE


Although cooperation in the fashion field is an opportunity for each individual or brand to promote their own image, the secret to successful collaboration is harmony. In his "handshake" with Adidas, Gucci creative director Alessandro Michele found similarities between a sportswear and luxury brand, resulting in "signature" stripes of the two main brands.


THE FASHION TITANS’ TEAMWORK

It goes without saying that "competition makes us go faster, cooperation makes us better". “The Hacker Project” - the unique combination of two of the world's leading luxury brands Gucci x Balenciaga is the leading proof that major fashion houses are not necessarily competitors, they can also become partners, together taking their art to the next level.

IMAGE: RUNWAY MAGAZINE


UNITY IN COMMUNICATION

IMAGE: ELLE MAN


More than a creative arena or profit machine, the cooperation in the fashion field also brings more meaningful messages. In Off-White's "Queen" collection in conjunction with Nike in 2018, the late designer Virgil Abloh shared the reason for choosing female tennis player Serena Williams to become their muse: her strength, resilience, and bravery is one of the biggest inspirations for many.





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