Fashion Love Crossover

H&M loves to play crossover.

The guest designer invited by H&M this year is Lanvin Alber Elbaz, who has been officially certified by gossip.

Then the riot spread all over the world. From that day on, tens of thousands of people were thrilled with excitement and ready to ransack H&M on the 23.

Sure enough, on the same day of global synchronization, a large number of people gathered at the front door of H&M shop in the early morning, waiting for the moment when the gate opened.

This reminds me of the anniversary of some big shopping malls, and the days when they do not go out of business for a few days, and the discount is lower and lower, so that almost half of the people in the city are crowded in the shopping malls day and night, as well as the sale before Christmas in Europe and America. The scene is as chaotic as if all goods were sent away without money.

Who made this H&M work with Lanvin?

Compared with the authentic Lanvin brand, the number of people who love more and who can really afford it also account for 5% of the total female population.

The single price (hundreds to one thousand or two thousand yuan) in the Lanvin for H&M series is even a fraction of it.

Although the price is zero, the essence of the brand is not discounted.

Alber Elbaz, which is responsible for the design of women's clothing series, unreservedly integrates all the classic elements of Lanvin into every design. The dress of women's dresses is stunning and charming, colorful and pleasing to the eye, and the Paris style and the accessories are also full of lively interest in life.

The men's wear series was created by Lanvin men's wear designer Lucas Ossendrijver, which fully explained the brand's new idea of men's wear.

Lanvin signboard lotus leaf silk dress dress only sells for 1499 yuan, this kind of Chinese cabbage price does not grab a life and death, how does the head break blood flow?

As Sofia Coppola said, Lanvin is really great to join hands with H&M to make ordinary people's luxury dreams come true.

Admittedly, there are also unmoved people.

A fashion blogger in New York wrote on her blog that the quality of Lanvin for H&M still can not compare with that of Lanvin brand, either in terms of the type of cloth, fabric quality or workmanship, but the latter is much better.

At a discount store in Lanvin, New York, you can buy a real silk evening dress for 200-300 dollars.

However, we must know that after all, we do not live in a city with Lanvin discount stores, so Lanvin fans must not hesitate when they are heartbeat, so that their intestines will be regretted later.

However, there are bound to be people who can't afford to buy a wolf because of their meat and meat. But you can expect the same combination of Valentino and Gap.

1+1=?

In fact, cross-border cooperation is not new. It even smells of street. But many brands still enjoy it.

Like Lanvin and H&M, there is a lot of cooperation between high fashion house and parity brand recently. The Italy clothing brand Emporio Armani jointly launched the limited edition sports shoes on the joint sports brand Reebok. Designers and brands are also the most common form of crossover, such as Undercover Jun Takahashi and Nike, but these are still interactions in the same field.

Hermes and Yamaha jointly launched Buffalo Leather cushioned VMAX concept bicycle, Jason Wu designed eye shadow for Supreme Aupres, and so on, these are really crossing the line.

Of course, brands also prefer celebrity effects. For example, the senior Cowboy brand 7 For All Mankind has found Japanese photographer Ningawa Mika co authoring limited edition products; American singer Amy Winehouse has designed clothing for her favorite brand Fred Perry; Edison Chan's famous fashion brand CLOT and Levi's have launched a new brand called "Black Sun Sun 501".

Every year, every month and even every day there will be cooperation. 1+1 is no longer equal to 2.

So, how much is 1+1?

Obviously, the value created by the strong team is far greater than 2. The best example is Top shop's performance with Kate Moss for many years. Even though the designer criticized her for not working hard, she just sold the clothes in her wardrobe slightly altered, but this did not affect the sales of Kate Moss Series in Top shop.

Formerly known as the last cooperation series, it also ended with satisfactory results.

Cross boundary is a good thing for both sides of cooperation. Why not?

Most of the people who can be seen in the brand are in a certain field. If there are only one series, the brand will throw the olive branch to the hottest one in the year.

For example, Shiseido, a Japanese cosmetics group, invited last year's Alexander Wang, which was rapidly rising over the past two years, to design a make-up series for its brand MAQUILLAGE, and this year came another Jason designer, the same Chinese designer.