UNIQLO's Latest Joint Venture Went To BV Creative Director.

BV2018 spring summer series

UNIQLO joined the British designer J.W.Anderson two in the autumn of 2017 and this spring, and will usher in a big designer for the summer series. He is the creative director of Tomas Maier, Italy luxury brand Bottega Veneta. In February 20th, UNIQLO officially announced the news and released a small video with only 32 seconds.

This is also the symbolic design style of Maier: the sense of vacation and the relaxed sense of escape from complex modern life. In the video, Maier did not show the new product, but simply chatted about its design inspiration. He said that this series of inspiration and holiday related, even in daily life, it will make people feel happy and relaxed. "I incorporated the design concept of Tomas Maier into UNIQLO, that is, the combination of leisure and holiday style and UNIQLO's clothing technology." He said. It is reported that this series of cooperation will be released in early summer, but no specific announcement date has yet been announced.

Recently, UNIQLO and its parent fast marketing group have attracted a lot of famous designers. UNIQLO has J.W.Anderson, and sister brand GU has Kim Jones, who has just left the men's wear design director, LV. In contrast, Maier's popularity in the public is not so high. Although he established his own brand in 1997, he has also been a designer in Hermes, Sonia Rykiel, Revillon, Iceberg and other brands. But most people know that he started from Bottega Veneta.

The most representative example of Bottega Veneta is leather woven bags. In the fashion world with complex and infinite elements, BV has become one of the top luxury brands with its simple but rich texture. Those plain woven checkerboard woven bags, the entry price is tens of thousands of yuan. The fashion world often says: when you don't know what to express your fashionable attitude, you can choose LV; but when you no longer need to express your fashionable attitude, you can choose BV. This shows the tone of the brand's "low-key luxury".

Photo source: Bottega Veneta

Maier, who grew up in the border town of Germany and France, has an unusual talent for knitting in fashion, so he prefers low-key, simple and rigorous design. In 2001, he was invited by Tom Ford to join the Bottega Veneta, which was depressed at that time, and then designed the classic Cabat Bag. In 2012, he led the brand to break through the sales mark of 1 billion US dollars and became the fastest growing brand of the parent company's luxury group, which was mainly attributed to the design concept of Maier not being looked around and adhering to the brand style.

During this period, Maier set up its own brand store in the United States, selling clothing, glasses, accessories, furniture and artworks. He wanted to express his relaxed and happy lifestyle through this shop, so shops lay at the sunset port near Miami Beach. Later, he opened three brand stores in other densely populated resort towns.

It is also true that his design embodies the concept of leisure life, and also pays attention to the quality of products. In his interview with fashion media BoF, he said it would be more interesting and challenging to sign products through design style and production process.

Tomas Maier 2017 early autumn series

Tomas Maier 2016 spring summer series

Tomas Maier 2017 spring summer series

So this summer, the cooperation between Maier and UNIQLO is worth looking forward to. The theme chose "holiday" that designers were quite good at. From his past design, you can guess how this cooperation series will be presented.

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