2021 was the year collaborations between luxury brands and popular brands helped refresh the luxury fashion scene and 2022 is turning out to be a bigger year for these fascinating fashion collabs as a host of them have been announced. From Balmain teaming up with Barbie and Dior’s entry with Technogym into the world of fitness or Prada’s recreating of Adidas classics; these limited- edition launches are setting the world of fashion ablaze. Of course, these provides fillip to both the collaborating brands, but can such collaborations be sustained for the long term or are designed just for one time experiences, remains to be seen.
Adidas by Prada
What could be more favored than one of the most popular sports brand teaming up with the cutting edge Italian luxury brand? Their cooperation has been such a success story that they've just unveiled their third portfolio. This time the focus has shifted - it isn’t just about trainers this time as the collab will be releasing their first ever capsule collection of co-branded apparel and accessories, centered forcefully around sustainability. Reimagining luxury sportswear with a sustainable outlook, all nylon will be removed out for Prada’s signature Re-Nylon fabric, which is made from recycled plastic waste collected from abysses. The 21- piece range will feature sportswear including tracksuits and anoraks, as well as bucket hats, bags and a reinvented, Prada- ingrained interpretation of Adidas’s Forum trainers.
Balmain x Barbie
Another traffic stopping, attention grabbing collab is the heritage French haute couture brand and the most popular doll in the world sashaying into the world of fashion. This is a sporty limited- edition collection, with the emphasis totally on fun. When there’s Barbie, there's plenty of her signature pink, with Olivier Rousteingusing a colour palette that ranges from the palest of blushes to bold fuchsia across over 50 pieces. Several of Balmain’s hand bags have been blended with Barbie packaging to produce quirky hybrids, while badges, t- shirts and hoodies have been designed to combine the doll’s distinctive aesthetic with the maison’siconic outlines. The genderless range was inspired by Barbie’s beau, Ken, too, and alongside the ready- to- wear pieces there will also be a series of Barbie and Ken NFTs that will be auctioned off online.
Charles & Keith x Shushu/ Tong
Accessories brand Charles & Keith had already partnered with famed Danish developer Cecilie Bahnsen in 2020. Charles & Keith just launched a new capsule collection with popular Gen Z brand Shushu/ Tong. The limited- edition collection consists of two bags and two pairs of shoes, all featuring Shushu/ Tong’s distinctly edgy style and centered on the rose. The iconic pieces are the square- toed patent leather Mary Janes in red and black, which feature distinctive rose detailing on the straps. Alongside these sit a classic box shoulder bag in red, with the distinctive rose print, while a black pair displays a single rose.
Dior Vibe and Technogym
Luxury French fashion house and fitness brand Technogym become collaborators for the Dior Vibe line. Excitement is in the air as Dior is all set to launch a series of pop- up stores to show their sleek and shiny new range of sportswear. From Dior’s Étoile and Oblique prints across leggings, sports bras and anoraks, the collection also includes accessories, shoes and bags. And Technogym inspired series limited edition workout equipment including drill bench to an exercise ball, printed with the Dior star.
Times are changing as heritage luxury and haute couture brands refresh themselves with collabs that the new Gen Z and late millennials can relate to. As their purchasing power impacts the sector, further brands will look for similar collabs to stay seductive and applicable.
