Brands, just like people, sometimes work hand in hand. And while nowadays people could benefit from supporting each other much more, many brands or brands and celebs have recently announced new collaborations -for very different reasons obviously. Whether to launch a joint product that fits both of their DNAs and styles, or in certain cases aiming at strengthening one party’s standing/business *wink wink GAP*, here are 6 tie-ups that have our attention. And maybe our next purchase order,
Dior & Jordan
Air Dior. The name alone sends our imagination flying. Dior and its artistic director Kim Jones partnered with the Jordan brand for the Dior A/W 2020 Men’s show in Miami and unveiled the AirDior Capsule Collection: a limited-edition Air Jordan 1 High OG Dior sneaker, a low version of the Air Jordan 1 OG Dior sneaker, a ready-to-wear line and accessories.
The Maison’s exceptional tailoring expertise merges with a 1980s American sportswear feel, inspired by the legendary Michael Jordan, in a palette of gentle shades and timeless silhouettes from the Jordan and Dior vaults. An endless pool of pieces to choose from or perhaps build a collection of? Wool suits, blazers, bomber jackets emblazoned with the Air Dior logo on its back and the Jumpman logo on its sleeve, silk shorts decorated with a graphic motif featuring the “CD” initials, hoodies, cashmere or sleeveless sweaters, shirts, polo shirts, pants all taking on a new look and inspired by the NBA champion’s style. Completing the clothing and awesome sneakers are four leather goods including a pouch and wallet.
Air Dior ready-to-wear and accessories will be available in Dior Boutiques around the world as of July 8.
Kanye West & Gap
Revealing a 10-year deal for a ‘Yeezy Gap’ Apparel Line, Kanye West and Gap teased their team-up this past week with GAP’s traditional navy-blue logo replaced by the letters “YZY”. It’s no secret that the American retailer has had an ailing quarter, with a declared loss of $932m in the 3 months to 2 May. The brand plans to introduce Yeezy Gap in stores and digital platforms in the first half of 2021. We anticipate a huge rush as soon as the collection goes live!
West hashtagged the day as #Westdayever and shared a picture pulsating with vibrant colors. Notice anything missing there? Yes… shoes. The collection seems to focus on affordable menswear, womenswear and kids’ clothes but no footwear. That’s ok though, Yeezy’s successful collaboration with Adidas has that covered elsewhere.
Further collaborations will include “unique Yeezy Gap expressions” in shops and online. The decade-long deal comes with an option to renew after five, but the retailer didn’t share more details than that. Oh, and that it aims to bring in $1bn in annual sales from the collaboration by the 1st five-year point!
The anecdote: Kanye worked at a GAP store in Chicago when he was 15 and is now “coming back” to the brand in a very different capacity.
Dior and Vespa
Dior joined forces with Vespa earlier this month to create the Vespa 946 Christian Dior exclusive scooter and a range of matching accessories celebrating the sunny-spirit and joie de vivre of the two maisons. Both founded in 1946, the Italian motor brand and the lavish Parisian couture house are linked by a desire to inspire a new, bright and creative vision of the world. This Dior and Vespa collaboration reinvents more than ever the spirit of freedom and movement that drives them, while accompanying the current tough times.
A contemporary version of the iconic Vespa 946, first presented in 2012 in Milan and recognized for its elegant curves and technological innovation, the new model was designed by the Creative Director of Dior women’s collections, Maria Grazia Chiuri. The scooter is made in Italy, adhering to the exacting standards, commitment and precision of a couture atelier. Echoing the design of the saddle, a top case patterned with the Dior Oblique motif is specially designed to be fixed on the luggage rack and a helmet adorned with the same iconic motif rounds out the unique range.
These limited-editions will launch in Spring 2021 in Dior Boutiques around the world.
Kenzo & Vans
Kenzo and iconic skate brand Vans are reviving their partnership with a new collaboration for Spring 2020. Designed by Felipe Oliveira Baptista in his first capsule collection for the Maison, the vivid footwear, capsule RTW lines and accessories -all of which are skate inspired- are wrapped in oh-so-very-Kenzo floral prints dug out from the brand’s archives.
Vans’ legendary Sk8-Hi, high-top sneaker and the Old-Skool, lowtop sneaker come in three prints each, ranging from large to smaller sizes. The 46 ready-to-wear pieces, including 100% organic cotton jersey items, and accessories -bob hats, baseball caps, backpacks and bags-take on sharp cuts and unisex themes giving them a sporty look and welcomed comfort.
The capsule will be available in KENZO stores and online.
Nike & Ben & Jerry’s
Nike, an-all time sneaker winner, and world-renowned ice cream maker -and my personal favorite- Ben & Jerry’s recently teamed up to whet our appetite. Sharing the sweet brand’s ethos of doing good and having fun, Nike SB churned out a chunky rendition of the Dunk Low featuring hues and textures portraying Ben & Jerry’s famous Chunky Monkey flavor, giving way to the aptly named Chunky Dunky.
The signature packaging: blue skies, bovines and green pastures all appear on the pair, while colorful tie-dye patterns and bold text graphics cover the shoes’ insoles and heels.
The sneakers sold out completely within an hour of being launched online! However, please do notify us if you find a pair in 41EU size.
Lego & Nintendo
Child within, rejoice! Lego Group revealed its full Lego® Super Mario™ product portfolio, growing the range announced back in April with a whole new assortment of Expansion Sets, collectible Character Packs and Power-Up Packs. The result of a smart partnership with Nintendo, Lego® Super Mario™ reinvents the way adults interact with childhood favorite Super Mario in the physical world, and also introduces young generations to the funny character.
Mario’s House, the Guarded Fortress, Yoshi, Toad’s Treasure Hunt, Whomp’s Lava Trouble, and characters like Paragoomba, Bob-omb, Blooper or Peepa will all look very cool next to my mini-Nintendo which houses Super Mario Worlds 1, 2 and 3!
The full Lego® Super Mario™ experience will be available at retailers in the UAE as of August 1, but fans -us!- can already pre-order the Starter Course set at Lego-certified stores.
