There are many opinions about who first took the lead in the fashion industry to play a joint name. But the sports brand in 1998, initiated by Jil Sander and Adidas, did start a new wave. Since then, luxury brands have embarked on a trend to draw inspiration from sportswear styling and culture.
And this year, in addition to wave after wave of new joint names, emerging in an endless stream, GUCCI, which deeply combines the concept of black technology, cooperates with BALENCIAGA to reset people's definition of the concept of joint name; then the joint release of FENDI and VERSACE has made more people think more about the joint name. Near the end of the year, Sina Fashion specially opened the annual top 10 joint list inventory, come and see, you are not every joint name knows.
1、 YEEZY X Adidas
Now renamed Ye, kanye West, the American rapper has been working with Adidas for many years, and in the co-branded series that creates shoes, clothing and accessories for all gender owners of the street and sports, the renaming iteration of the YEEZY collaboration series always gets more attention.
Starting with yeezy SEASON 1, which debuted in February 2015, every sneaker in the collaborative collection was snapped up by everyone as soon as it was launched. For the YEEZY 450, which has appeared frequently in West discussions since the summer of 2018, the shoes that have spent nearly 3 years designing have indeed broken new ground in a number of sneakers based on the shoe type of daddy shoes. From the original 451 shoe model, the 450 was born in more colors in the months after its initial release.
This "not-so-sneaker" sneaker, rarely, did not add boost cushioning system, but chose a molded outsole that is tightly coupled with the knitted upper. The release of this shoe and boot also led to a new wave of innovation in the design of sneakers, and similar styles can also be seen in the subsequent release of GIVENCHY and BALMAIN series.
2、GAP X YEEZY
After a year, the cooperation between GAP and YEEZY last year finally saw the release of physical objects in the middle of this year.
First, at the BalenciaGA Haute Couture Conference earlier, the same model worn by Kanye West appeared on Gap's official social media. On the cleaned account, the blue round jacket was released in the form of a unique picture on a white background, and the round jacket including black and red that was subsequently launched was always in a state of being snapped up once it was released.
Just when everyone is looking forward to the next cooperation between YEEZY and GAP, the co-branded sweatshirt launched in the third quarter is also questioned while being robbed infinitely. The main reason is its price, a sweatshirt made of 100% organic cotton, which costs $90 for adult sizes and $70 for children.
Although compared to the price of YEEZY SEASON's close to $400, the $90 model is a bargain. But there are still many fans who say that this is too expensive and not affordable for everyone. But interestingly, the product was labeled above $300 on the second-hand website as soon as it was released, but according to GAP INC CEO Sonia Syngal, it has attracted a lot of attention, and on this summer's earnings call, she said: "Our classic GAP hoodie was so popular that we reissued it in a retro brown style for pre-order this fall." After the joint release began, GAP's online purchase website was also frequently overloaded. In the third quarter, GAP and YEEZY's joint sweatshirt became GAP's highest single-day online sales since its inception and attracted 70% of new consumers.
3、Dior X Sacai
In its first collaboration in June 2021, the French luxury fashion house partnered with a Japanese haute couture brand to launch a 57-piece capsule collection that Dior describes as "a creative dialogue between two designers, two traditions and two cultures".
The collection is predominantly monochrome in monochrome tones, including ready-to-wear, bags, shoes and accessories, featuring signature designs from the Dior and Sacai brands.
4、Supreme X Tiffany & Co
LVMH's acquisition of Tiffany was a series of large marketing campaigns that followed more than a year. In addition to the series of advertising collaborations invited by the Beyonde couple earlier, the next active cooperation with the young brand Supreme shows the ambitions of Alexandre Arnault, who once helped the veteran German luggage Rimowa to be revitalized.
The co-branded collection features Tiffany's classic keychains that sold well in the 1960s, "Please Return to Tiffany & Co." Based on the heart card, Supreme underwent a series of makeovers, also in New York, but this time please return it to Supreme.
In addition, Tiffany's elements are not very present throughout the collection, with iconic heart-shaped stud earrings, a heart-shaped knife keychain, and minimalist T-shirts emblazoned with the Supreme and Tiffany logos.
Some say that for LVMH, Supreme is like a panacea for youth. When Louis Vuitton needed to add some unique glamour to its Fall 2017 collection, the brand's menswear designer Kim Jones approached James Jebbia to add the coolness that's characteristic of the skateboarding community. When Arnault wanted to reinvent Rimowa, Supreme was on the list.
For the LVMH Group and the Arnault family, partnering with Supreme is a still valid part of their fashion strategy. In this year's jewelry joint cooperation list, the cooperation between Tiffany and Supreme has indeed made many people talk about it.
5、VERSACE X FENDI
One of the biggest fashion collaborations of 2021, the "FENDACE" series of Italian brands VERSACE and FENDI surprised many and seems to be a celebration of '90s fashion.
Of the 50 outfits released, half of them were created by Kim Jones, Fendi's womenswear creative director, and the other half by Donatella Versace, the "head of Versace." Just like in Hell's Kitchen, Gordon Ramsay will let the red and blue teams change teams directly under one order in the duel match. The change was made by the creative directors of both brands, and the two collections were also named "Versace by Fendi" and "Fendi by Versace".
The idea, which was born at the beginning of the year, was realized in the following months. The fashion designers of the two brands entered the collection room of the square for deep learning and presented 25 sets of styles with a dual design concept. Kim Jones delved into Versace's archives, searching through the works of Gianni and Donatella, eventually sliding the timeline back to the '90s, exploring the many different combinations of Fendi's iconic logo and Versace's iconic Greek echo pattern.
Amber Valletta和Kate Moss。
On the runway on the night of the show, Kate Moss, Amber Valletta, Karen Elson, Kristen McMenamy, Naomi Campbell, Gigi Hadid and Adut Akech made the show particularly dazzling. Compared with the regular release of the two brands, the sudden appearance of FENDACE seems to catch everyone off guard, and this cooperation has opened a head for other eager luxury brands.
6、GUCCI X BALENCIAGA
BOTH GUCCI AND PALENCIAGA HAVE ENERGY AND BRAND VALUES THAT NEED TO BE INTRODUCED INSIDE AND OUTSIDE THE FASHION WORLD. The "Hacker Project", released in the first half of 2021 and officially launched in November, has made more people rethink the definition of co-branding.
The iconic GUCCI pieces are littered with striking BALENCIAGA motifs, while in the fashion collection, the iconic double G logo is replaced by the double B logo. Even on the accessories, BALENCIAGA's hourglass bag bears the GUCCI logo, while GUCCI's Jackie 1961 has balenciaga stripes. The ideas of two popular fashion designers on the Hacker Project – Alessandro Michele of GUCCI and Demena Gvasalia of Balenciaga – combine Michele's retro aesthetic with Demna's avant-garde background color.
7、BALENCIAGA X CROCS
The partnership between high-end luxury brand BALENCIAGA and CROCS has driven the fashion industry and social media crazy since it was first launched in 2018. And on the BalenciaGA Clones runway in spring 2022, a series of new collaborations were released at the same time. Crocs' classic hole shoes are set on a dark brick-style heel, green, grey and black, with typical BALENCIAGA stripes and the brand logo
Some media have said that since Demna Gvasalia took office, "ugly fashion" has become the first productive force of BALENCIAGA. From Triple S Daddy Shoes to Crocs Collaboration Muffin Hole Shoes, the brand is tireless in judging scandals. But ugly fashion itself, but constantly use its unique charm, in this cookie-cutter world of beauty, to find its own unique position, in this attention-based era, for the brand to play a reputation to bring out the topic.
8、FENDI X SKIMS
The celebrity effect of Internet celebrities brought up by Kim Kardashian has been upgraded to an industrial chain with a clear business model under the witness of time. Since Kim Kardashian founded the lingerie brand SKIMS, in just a few years, Kim has gradually transformed into an influential brand manager, and SKIMS and her own IP are also in the current trend with Kim's recognition in the haute couture circle and "rising".
In November 2021, Kim Kardashian, owner of luxury bodybuilding, collaborated with KIM Jones, Creative Director of FENDI, to launch a series of joint SKIMS bodybuildings and underwear, which formed a high degree of discussion inside and outside the industry.
In the circle, the focus was on whether Kim Jones needed Kim or whether both sides were dipped in each other's light. Judging from the content included in the series, this cooperation continues the essence of many SKIMS brands: tights design, Loungewear-based product settings, and large-size fashion can be seen, and the aesthetics of SKIMS and Kim dominate; while FENDI contributes to the more attractive and simple classic Monogram and several popular bag designs. For the mass market, this concept of catering to multiple body shapes, as well as Kim's own ability to carry goods, was sold out as soon as the joint cooperation products were on the shelves. A staggering $1 million turnover was reportedly reached in less than a minute.
9、LOUIS VUITTON X NBA
LOUIS VUITTON enters its second year of three years of cooperation with the National Basketball Association, launching a new series in May this year, which is as grand as the previous season. Although the NBA has also worked with the likes of Canada Goose and Lake Fashion Week, this magnitude of cooperation is truly unique.
LV has also unveiled a series of fashionable clothing and vividly patterned bags and suitcases that fit the lives of NBA players. Throughout the collection, lv and NBA iconic logos, combined with Virgil Abloh's design and cut, do have a bit of a retro touch.
10、MIU MIU X NEW BALANCE
MIU MIU's partnership with sneaker giant NEW BALANCE was surprising, and this particular collaboration capital appeared at the brand launch at Paris Fashion Week.
THE NEW BALANCE trainers with a MIU MIU style bring a unique touch to the Italian label's SS22 collection. Simple and chunky 574 trainers with suede and rubber finishes and tan rubber soles for a unique touch. Of course, in addition to the top 10 joint names listed above, there are many strong joint names happening around the world, and you are welcome to leave a message to Sina Fashion below.