Joint Upsurge: Breaking The Gap Between Fashion Brands And Sports Brands

In mid July, Louis Vuitton and Marc Newson joined hands again. Design Last week, H&M and Kenzo launched a new joint series. Yesterday, Adidas and Urban Outfitters launched the joint name "we are the future".

From the bag to the clothes, the world "permeates" all kinds of joint names.

In the fashion world, the upsurge of joint fame will be traced back. Fast fashion brand H&M. In 2014, H&M and Karl Lagerfeld launched a joint venture. Since then, the "fast fashion and senior designer" joint series has become a craze. H&M finds designers to launch joint names every year. In the 10 years from 2004 to 2014, only H&M found 19 designers including Stella McCartney, Viktor & Rolf, Comme des Gar, ons, Lanvin, Isabel and Rolf. Later, Mango and UNIQLO joined the ranks. Only Zara had a cold attitude towards this matter and never launched any joint name with designers or stars.

The price of designer brand is no longer a problem. Since 2004, we have found designers like Karl Lagerfeld to work together to create a special advertising campaign. H&M official website explains the meaning of "designer joint name".

Derek Lam X Athleta

The price is, of course, the advantage of the combination of "fast fashion and advanced garment designer", so that fashion lovers who can not afford luxury goods can at least buy one or two "designer brands" at a low price. But its problem is also very obvious: the H&M joint designer has been accused of "poor quality".

"For us, cooperation with high street brands is a good opportunity to introduce our products to the public at the right price, which can well convey the aesthetic concept of a good brand." Carly Cushnie, founder of Cushnie et Ochs, said, "cooperation with high street brands is a very popular thing, but it is also worth waking up. We do not want joint names to become a normal level of cheap version." Recently, the brand has launched a joint series with Bandier, a sports boutique.

In fact, in the past 10 years, "fast fashion and designer joint name" have made a great difference in various joint names. H&M, every year, has published several news reports that "several hours are sold on a joint basis, several hours are sold out of stock," and "fans are waiting outside the store for publication." But now, the sports brand obviously grabbed the fast fashion trend, and the designers have found the next partner.

Adidas is the brand in the front. It launched a joint series of Adidas by Stella McCartney with Stella McCartney as early as 2004. In 2012, Stella McCartney also opened the first store in London for this joint series. Another designer who collaborate with Adidas is Yamamoto Teruji, who launched a joint series with Yamamoto Teruji in 2013 and two years' cooperation Y-3.

Tim Coppens, Charlotte Olympia, A.P.C., Olivier Rousteing and Cushnie et Ochs are all looking for sports brand names. Celebrities are also gradually involved in the market, before the Kanye West and Nike and Adidas launched the Yeezy series, followed by Rihanna and Fendi Fenty x Puma launched.

Nike also found the Riccardo Tisci, the creative director of Givenchy, Balmain Rousteing's creative director Olivier Rousteing and Louis Vuitton's men's creative director, Kim Jones, respectively.

"This is the first time in history that fashion designers in high fashion houses have been working so closely with sports brands. This breaks the gap between fashion brands and sports brands. Arthur Hoeld, general manager of Adidas Originals, said.

The relationship between designers and sports brands has changed since Yamamoto contacted Adidas. Instead of just bringing some design aesthetics to sports brand, the current cooperation will benefit both sides.

"When I first started doing this, I wanted to change the situation at that time. I want to provide women with clothes that can be exercised to make them feel good. Stella McCartney said, "at the beginning, no one liked the achievement at that time - just a combination of functional technology and design with a focus on beauty."

"In 2015, the American fashion designer Derek Lam and Athleta have launched a joint venture. We have been looking for where the fun of sportswear in modern sports life should be." Nancy Green, President of sports brand Athleta said.

Cushnie et Ochs X Bandier

In fact, the most difficult part to enter the sportswear field is to seek a balance between them. "Fashion brands want to integrate with sports brands, but sportswear is designed to meet certain functions. You can't pretend that you are sportswear. "Varga, a sportswear designer, said. She likes to solve "more technology" problems, such as the interest in the development of new fabrics, which is higher than "what colors do sports underwear choose."

"For some joint names, such as Riccardo, we know there will be some street breeze in these products. But what I have always wanted to do is a sports joint brand that athletes are willing to wear when they are training. Varga said.

However, for those involved in sports brand, some people do not go directly to their own business. In April of this year, Beyonc e launched the Ivy Park of sportswear brand, including the first batch of 200 products of different styles. Brands such as Y-3 and Stella McCartney for Adidas look quite "independent".

"In the end, I think this trend will end or be reincarnation. But now the joint name is like this -- it's like a star perfume, everywhere. Varga said.