A season of creative collabs
Artistic collaborations are nothing new for luxury brands, and the idea behind the flurry of creative alliances is to add newness to offerings. This season, Zegna collaborated with Dubaibased Indian artist, Alisha Patel, who penned down words encouraging us to embrace change. Massimo Giorgetti teamed up with USA-based painter Seth Armstrong, and some of his works were printed on surfer shirts. Fashion designer Kim Jones collaborated with Ghanaian artist Amoako
Boafo and Virgil
Abloh joined forces with Japanese designer and DJ Nigo in the men’s Artistic Director’s first collaboration at Louis Vuitton.
Recently, Gucci’s creative director Alessandro Michele invited visual artists to bring their personal, idiosyncratic perspectives to bear on the GTimeless automatic watch.
These collabs often become a talking point on social media, because one can’t just hard-sell the merchandise with the same narrative.
Stylist Isha Bhansali says, “Collaborations lend a new edge to the offerings as consumers tend to get bored easily. Also, these associations blend cultures and ideas, making the ecosystem more inclusive.”
Designer Gaurav Khanijo opines that it’s high time fashion opens up to exploring new dimensions. “It’s great to see digital films showcase the process of making clothes at the ateliers and giving the due to the artists they work with. It’s no longer just about deriving inspiration from different sub-cultures but about active collaborations,” he shares.