Room to Grow Other brands have since tried to mimic the success of Moncler’s innovative business model (that took 17 years in the making since Remo Ruffini took over), no doubt, enticed by its triumphant accomplishments. For some, this new business model might be the boost the brand needs to stay relevant and spark a new conversation with customers. Tod’s and Calvin Klein launched similar initiatives (T Factory and InCKubator respectively) with varying levels of success. The latest brands to follow suit include Pucci and fashion’s very own “enfant terrible”, French Couturier Jean Paul Gaultier, who took took to Instagram to announce his retirement before his final fashion show in January 2020. The swift and agile changes in consumerism is a recurring theme that brands have to keep abreast in order to survive. Now more than ever, it is imperative to stay nimble and move forward with the winds of change. Although the benefits of collaborations—be it limited-edition capsule collections or long-term partnerships—might seem obvious, the formula presents plenty of room for improvement and fine-tuning in order to ensure success all around. And with the steady rise of more knowledgeable consumers on the hunt for newness with a difference, brands must approach collaborations with a clear and distinctive message to stay ahead of the game. Ones To Watch PUCCI JEAN PAUL GAULTIER Known for its explosive and vibrant in-house prints, Pucci unveiled its series of guest collaborations, starting with French label, Koché. This highly anticipated collaboration was unveiled in the most recent FW20 Milan Fashion Week Calendar. Bold and youthful with an urban, sporty vibe catered to the generation of today, the collection offered a practical and fluid take on the House’s signature prints, colour palettes and relaxed aesthetic, fuelled by Koché’s eclectic blend of heritage couture and streetwear. Provocative designer Jean Paul Gaultier revealed that Chitose Abe, creative director of Japanese luxury brand, Sacai will be the first designer to reinterpret the codes of his established couture house. 39 May 2020 MARIECLAIRE.COM.MY
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