Nike And LV Cross Border Cooperation, Luxury Big Hand In Hand Sports Giant

Nike in " 2016 Rio Olympic Games Under the dual role of official suppliers and business opportunities, they choose to collaborate with a series of designers in designing summer sports series. 6 in mid and late June, LV menswear art director Kim Jones announces cooperation with sports brand NIKE, and will launch cooperation with NIKE Lab, including shoes and shoes. Clothes & Accessories The product was officially launched in July of this year. For this international luxury brand such as LV, there are different opinions about the cross-border movement of brands such as NIKE.

In the middle of 7 months, designboom finally interviewed Kim Jones herself on the occasion of the joint venture, and we finally knew about the cooperation between LV and NIKE.

The product theme of Kim Jones and NIKE Lab is "packaged sport sports sport", which means: to create a product that can satisfy an athlete's travel without pressure and travel, and is easy to pack. The product will integrate NIKE's unique style of movement and join the British fashion designer's passion for travel.

Q: where does your driving force come from?

A:, I think that around fashion, I can create a complete world. In the fashion industry, I am just a practitioner, not a thinker, and I never plan my fashion work. I like what's right and what's right. I value timing very much. In my career, I think I am lucky. I am excited by the process of constantly opening up a new chapter.

Q: talk about your cooperation with Nike Lab.

A:, when I was about 13 or younger, I was obsessed with NIKE shoes. I asked my family many times to get a pair of NIKE shoes. That is to say, I wanted to cooperate with NIKE from a long time ago, and then they found me at the most suitable time to discuss cooperation. I want to use it. NIKE Technology to jointly use some of the older elements. I do not want to go back to ancient times, but I hope our cooperative products are modern enough to convey some information to today's younger generation. Of course, a small number of personal feelings have been added to the product line.

When I was 14 years old, I was playing around in BMX, so this shoe meant a lot to me, and I had countless memories. I have been thinking about how to upgrade this shoe and let them connect with the present. Now, this opportunity for cooperation is a dream come true for me. In fact, the technology of BMX series is very mature, the design of shoe body is flat, the shape is simple, but it contains complex technology.

Q: what trends or themes affect your cooperation with NIKE?

A:, "easy to pack" - adaptive travel and functionality are the themes we explore. Of course, we also need to explore the DNA represented by NIKE. Therefore, in the process of cooperation, I hope to design as few suture materials as possible, so as to ensure the shoe's lightweight and sturdy. I studied the best NIKE products in this area, drawing on the key elements and technologies.

For example, the Windrunner series is made of a whole piece of fabric. The biggest challenge is to study how to tailor and how to divide layers. Finally, the product developed by NIKE lab air ZOME LWP x Kim Jones is inspired by the first generation of running shoes series nike air zoom zoom in 1995. The materials used include waterproof woven materials, with the technology of the series, and the original design of the previous series has been used, and it has excellent folding property and easy packaging.

Q: what aspects of footwear are you interested in?

A: I collect more than 500 pairs of sneakers, some of them are in my East London home, and some are in Paris. I am a perfect shoe lover. Now, for sports shoes, I am more interested in their design from an aesthetic point of view, such as the integration of NIKE technology and aesthetics shoes, which makes me feel interesting. I like to study how to integrate technology into fashion and ultimately to live.

For my series of cooperation with NIKE, we have used two classic color design schemes. The bright colors are to celebrate the Rio Olympics. Brazil or Rio have impressed me with rich colors and energy. It is a good choice to integrate such characteristics into this series. All colors come from the older generation of air max shoes. In addition, we have added a series of more futuristic color matching schemes. In the process of designing NIKE, I integrated NIKE's DNA with all the different types of elements I like.

Q: you just mentioned traveling around when you were young. How did this experience affect your current job?

A: I am obsessed with discovering new things and visiting new places. Nature is one of my interests. To explore and discover in the distance, have never been to some places, you never know what you have missed and you can not imagine what you will face. Even now we can find everything we want to see through the Internet, but I am a very emotional person, or prefer to feel, see, touch with my own hands, and draw inspiration from people in the local culture, wild environment and different places.

I found that during the journey, the process of packing and unpacking gave me a headache. In this project, I thought that I could make packaging no longer a problem for athletes. I hope to help them build comfortable areas and play them on the playing field. Especially in this series, athletes need to be used in the Olympic Games. They are faced with great pressure themselves. The performance is very important. So I want athletes to feel as comfortable as possible and focus on the goals. Time is precious for athletes, so I hope to simplify their use of sports equipment.

Q: what advice do you have for young fashion designers?

A: prepare for hard work. Priority should be given to work and fame. Try to figure out what kind of person you are, what you are striving for or pursuing. For a brand to work, we must first understand and understand this brand. Stay focused and make work a part of you.

Q: do you have any motto?

A: be yourself. (just be yourself.)

LV is the first time that the director of art is working with the popular parity brand to launch a joint product. It is the first time to know that LV can cooperate with LV in the eyes of Kusama Yayoi.

In recent years, the popularity of sports wind in the fashion circle has made it possible for the sports brand that has been confined to sports circles to have the opportunity to step out of the inherent industry circle and go to the wider "heaven and earth". On the other hand, the day of high-end luxury day is a day of sadness. This luxury brand allows its creative director to cooperate with other brands in the name of individuals, hoping to increase brand exposure and gain popularity by boosting NIKE's popularity in the current movement.

A market is rising day by day, and one is going downhill. So, these two industries that have hardly ever crossed each other -- luxury goods and sports brands are walking together in a rare gesture. In the future, whether such a combination will become a normal industry is not yet known. For this cooperation alone, NIKE is a new channel for LV to sail again, or a temporary sheltered haven. It still depends on LV's long-term planning and measures to deal with risks. In addition, it is not known whether the market is buying, but breaking all kinds of "crossover" of traditional brain holes will become one of the only ways for major brands to seek innovation and change.

Kim Jones graduated from the central Saint Martin Institute in London. In 2003, she worked in Uniqlo, Topman, Alexander McQueen, Hugo Boss and Dunhill, and is currently the art director of Louis Vuitton.