The death of the luxury fashion collaboration.
Let us bask in the extravagant tragedy that is the demise of fashion collaboration. Enter stage left: ADIDAS x GUCCI, BALENCIAGA x GUCCI, GUCCI x THE NORTH FACE, DIOR x STÜSSY, NIKE x TIFFANY, LOUIS VUITTON x NIKE, MIU MIU x NEW BALANCE… Les pièces de résistance of uninspired logo swapping. The sound of thousands of champagne corks popping in PR offices echoes through the air as the very fabric of creativity weeps into the corner.
The two self-appointed titans of luxury engage in an elaborate dance, their logos fluttering about like two peacocks fighting over a cracker.
In this grand masquerade, the two self-appointed titans of luxury engage in an elaborate dance, their logos fluttering about like two peacocks fighting over a cracker. One can almost see the boardroom of executives, draped in scarves they can’t pronounce and sunglasses large enough to be rebranded as satellite dishes, making a unanimous decision to say ‘yes’ to mediocrity. Ah, the effortless symphony of branding with the artistic integrity of a potato.
The art of collaboration has been reduced to the act of slamming logos together with all the grace of a toddler mashing Play-Doh.
But let us not limit our discerning gaze to just these two exemplars of haute couture. Let us paint with a broad brush upon the canvas of luxury fashion collaborations. For you see, dear reader, in this golden age of everything and nothing, where identities are as fluid as the consistency of the ever-changing Frappuccinos at Starbucks, the art of collaboration has been reduced to the act of slamming logos together with all the grace of a toddler mashing Play-Doh.
Here we stand, at the majestic precipice of postmodernism’s twilight, where the boundaries that once sparked creativity through opposition are now as blurred as the vision of our executives as mentioned above at an open bar. In this new world of unity and sameness, where everything is perpetually remixed into a homogenous and flavorless smoothie, collaborations of yore have lost their luster.
Welcome to the post-collaboration epoch, where the only thing being woven together with any care is the illusion of innovation.
“Dare to be different!” is whispered through the halls of fashion schools, only to be trampled upon by the stilettos of an industry hell-bent on replicating success through the ingenuity of an amoeba. Welcome to the post-collaboration epoch, where the only thing being woven together with any care is the illusion of innovation.
In memory of collaborations past, we light a scented candle (Gucci fragrance, naturally) and don the black Gilden hoodie – the shroud of creativity’s ghost. Here lie the remnants of what could have been, now only serving as a harbinger of clearance sales and Instagram influencers whose bios boast “as seen in Vogue.” Requiescat in pace.
