Fashion In a Time of Collaboration
In an era of fashion likely to go down in history for both its iconic and infamous collaborations, there are apparently still more to come. As if the April showcase of the highly curious collaboration between Gucci and Balenciaga had not left the fashion world fatigued from its blending of mismatched ideas, the last week has reminded us that there is more on the horizon.
Last week Target stores across the nation were stocked with garments designed from three fresh and individual designers. Alexis, Christopher John Rogers, and RIXO were all asked to contribute to this ambitious undertaking that was not only a collaboration with Target, but also with each other. Over the last decade Target has worked with a wide array of designers from Zac Posen to McQueen - some bringing them more success than others. This recent release came as a positive surprise to many as Target had kept their temporary creative recruits a secret up until the products were available in stores.
GAP has taken a drastically different approach. Just over a year ago the long standing American brand announced its collaboration with Kanye West’s brand, Yeezy. In the last few days it has been announced that the first line will be released at some point in July, but even this seems a bit unclear. Kanye is known for living his life - and designing - by his own rules, so no one can truly blame GAP for their hesitancy in releasing a formal date.
Since the announcement of this collaboration, Gap has stepped into an entirely new lime light. Likely inspired by this daring move, is J.Crew who recently picked up streetwear revolutionary - Brendon Babenzien (founder of Noah and former Supreme creative director). Neither brand is the first to step out of their comfort zone when hiring a new creative director in hopes of re-popularizing the brand. It does beg the question, however, of how many brands this will continue to work for?
Collaborations have brought new publicity, good and bad alike, to many brands seeking further relevance, but it is beginning to feel like a bit of an exhausted tactic. Collaboration is vital to all communities, fashion included, but it is increasingly important not to lose sight of the creative power of the individual in the process.
