Do fashion collaborations give both brands an edge?
Subscribe to enjoy similar stories. If there’s one fashion trend that’s here to stay, it is that of fashion collaborations—when two brands, usually one larger than the other, come together to create a limited-edition product or a capsule collection. The idea isn’t new and can be traced back to when legendary designer Elsa Schiaparelli teamed up with surrealist artist Salvador Dalí in the 1930s, creating pieces like the Lobster Dress, but the constant fusion of often different aesthetics pushes the boundaries of fashion.
Like the iconic 2004 Karl Lagerfeld x H&M collaboration that popularised the collab trend. Among the first Indian designers to partner with an international brand was Manish Arora, who worked with Reebok in 2004. The result was a perfect marriage of high fashion and high-performance athletic wear, ensuring the international fashion industry took note of Arora’s exuberance.
“These partnerships offer an edge they can’t get with their mainstay lines," says celebrity stylist, costume designer and creative director Anaita Shroff Adajania. “Collaborations allow them to experiment, to loosen up, to have a little fun with their design language. And that’s what makes them so vibrant and appealing." As international luxury brands look to connect more with the Indian consumer, who is continuing to spend despite the current global downturn, collaborations have become more important than ever.
This year alone, we’ve seen Anita Dongre collaborate with toymaker Mattel for a Barbie doll, Rahul Mishra partner with Italian luxury brand Tod’s, and Anamika Khanna create a capsule collection with H&M. The fact that these collection are limited editions make them more appealing, says Shroff Adajania. “The shorter shelf life
. Read more on livemint.com
