FASHION’S RECENT COLLABORATIONS PROVE IT’S MORE THAN JUST CLOTHING
words by TIANA DE HASETH
Fashion as we know, extends beyond clothing; it intersects within the field of music, film, sports, and hospitality. However, collaborations in fashion continue to emerge and leaves me wondering: what does it mean when fashion collaborates beyond its field? Is it an artistic statement or just a marketing strategy? By stepping into music, film, sports, technology and hospitality, fashion brands are transforming themselves from product to a lifestyle or a cultural institution.
DIOR X A24
image courtesy of A24
Dior did this recently by collaborating with A24 for two years partnership by becoming the premiere partner of New York’s Cherry Lane Theatre. The theatre was purchased by A24 in 2023, and now partnered with Dior to build more cultural credibility and connect with a younger audience. Instead of selling a product, Creative director Jonathan Anderson is aiming to connect with audiences trough storytelling, theatre and indie films.
LACOSTE X THE HOXTON
image courtesy of THE HOXTON
Lacoste recently collaborated with The Hoxton and Micheal McGregor to release a room service capsule that was sold exclusively in-room. Taking inspiration from a hotel stay, Lacoste aimed to turn buying clothes into a hotel experience by creating a menu with pyjamas, polos, bathrobes and T-shirts with McGregors graphics that you can only order via room service. This gives shopping an immersive experience where product turns into lifestyle.
SIMONE ROCHA X ADIDAS ORIGINALS
image courtesy of SIMONE ROCHA
Simone Rocha also partnered up with adidas Originals, brining her romantic and feminine silhouettes to the sporty brand for a new collection. The Simone Rocha collaboration focuses on girlhood to reimagine sporty archetype, so the designs keep Adidas its signature 3-striped detail and combine it with Rocha’s romantic details such as ribbons, ruffles and the colour pink. With this collaboration girls are able to break the fixed archetype and embrace girlhood through sporty fashion.
ASICS X GOHARD WORLD
image courtesy of GOHARD WORLD
But who would’ve thought that a tableware brand can also collaborate with a sneaker brand? Gohard World released a limited edition sneaker with ASICS, that was made especially for those who host and serve, but still can go through their daily routine without having to change shoes. One pair of shoes equals various activities, such as going out with friends, working out, hosting a restaurant or simply going for a walk.
THE WU-TANG-CLAN X G-STAR
image courtesy of G-STAR
The Wu-Tang-Clan, also dove into fashion with a partnership with G-STAR. The 90s rap group’s new collection is soon to be released with G-STAR’S signature washes and silhouettes, alongside Wu-Tang-Clan’s detailing. This is important to the hip-hop group as for them, cultural language is expressed through fashion.
THOM BROWNE X BOSE
image courtesy of THOM BROWNE and BOSE
When fashion meets technology and music, it creates Bose x Thom Browne headphones. In collaboration with Bose, Thom Brown created a limited-edition version of the Quiet Comfort Ultra Headphones (2nd gen), inspired by Browne’s signature grey suit and four-bar motif. The headphone’s unique materiality and craftsmanship makes them one of a kind. The removable ear cushions and adjustable band are crafted from cashmere and the brand’s iconic red, white and blues stripes sit at the interior of the earcups to resemble at classic tailored suit. Combined with Bose’s noise-canceling technology and immersive audio, this collaboration delivers a quiet comfort luxury product designed to let you walk in style while listening to music.
