Brand partnerships embrace environment-friendly initiatives while unique labels join hands to create fashionable products. It’s all about exciting concepts.
Happy Birthday, Michael Kors!
The American brand Michael Kors is approaching its 40th anniversary and is celebrating the milestone by supporting the fashion industry’s future. The designer decided to provide a unique opportunity to ASHYA, an emerging brand that creates stylish accessories, to have a global reach through Michael Kors’ platform. The aim is to take the brand to a larger audience. They are launching two exclusive, limited-edition bags: The Multi Bag and The Bolo Bag. Designed in ASHYA’s signature silhouettes, the gender-neutral, leather ASHYA X Michael Kors bags feature a custom print incorporating the MK Signature logo print in a new pattern inspired by West African weaving techniques. ASHYA’s vision, since its inception, is rooted in travel, cultural awareness and the act of unifying style and utility.
Eye of the Tiger
Renowned Italian brand Moschino celebrates The Year of the Tiger with a capsule collection featuring Tony the Tiger, an advertising cartoon mascot for Kellogg’s Frosted Flakes cereal. The Creative Director, Jeremy Scott, has transformed this childhood breakfast icon into a 16-item collection, including a graphic silkscreen print and embroidered renditions of the character adorned with a Moschino logo gold chain and peace sign pendant. It includes oversized and fitted tees, a hoodie sweat pant set, hooded dress, a sweatshirt-athletic short set, knits and a bold tiger-stripe denim jacket, shorts and jeans. The most prized pieces of the collection are a FrostedFlakes-blue hoodie dress sporting Tony the Tiger’s face, a full orange-and-black striped suit, an orange-and-black cropped jacket with shorts, and a cereal-box clutch. They’re Gr-r-reat!
The luxury fashion house Dior has partnered with gym equipment brand Technogym to create an exclusive limited-edition series of fitness products. The home fitness items include a treadmill, a multifunction bench and a wellness ball. All the products follow the Dior codes to become symbols of excellence and attention to detail, embodying the values and culture shared by both brands. Produced in Italy, these creations reflect a mutual commitment to inspiring a lifestyle that combines physical exercise and style to motivate people to live happier and healthier lives. “This shared goal of excellence gives life to a limited series of innovative Technogym products interpreted with the Maison Dior’s unique allure. Created to inspire the concept of wellness with new generations, it also offers people the opportunity to live a unique and irresistible experience,” comments Nerio Alessandri, Founder of Technogym.
Reuse, Reduce, Recycle
The E.L.V. DENIM (East London Vintage Denim) brand was founded by designer Anna Foster and follows the concept of a zero-waste brand. The label’s trademark is its contrasting denim trousers and jackets made with upcycled denim. The brand makes unwanted material viable again and, unlike traditional designers who create a piece and then find the material, E.L.V. DENIM finds the perfect material first, then decides what can be made from it. The denim is sourced from warehouses around the UK, washed by a launderette in London and dropped off at the E.L.V. DENIM studio in an electric car. All parts of the jeans are either used to make new products, given to a local artist or donated to art schools around the UK for sustainability projects. Being a seasonless brand, E.L.V. DENIM favours new design developments over creating whole new collections. The brand is available in leading online stores such as NET-A-PORTER and MATCHESFASHION.
Tommy Hilfiger has partnered with eight user-generated content designers from the Roblox community to create and promote a Tommy X Roblox Creators collection. Roblox is a popular global online platform and storefront where users play games and share interactive online experiences. The collection brings 30 digital fashion items that people can use to dress their avatars within Roblox. “I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own Tommy Hilfiger styles,” said Tommy Hilfiger. “We couldn’t pass the chance of partnering with some of these fans to take this selfexpression one step further, empowering them to bring their creative twist to official brand styles.” The creators were given the freedom to re-interpret some of the brand’s iconic pieces, with their individual twist, in both 2D and 3D digital items. The virtual Tommy X Roblox Creators digital collection is available for purchase in the Roblox Avatar Marketplace.