We live in an era of cross-promotions. It started with Target asking semi-successful designers (Isaac Mizrahi) and accomplished architect (Michael Graves) to create well designed but affordable clothing and home designs (all made in China). Unlike the time when Halston tried to do a low-end line with JCPenney back in the 80's, the Target promotion has gone gang busters and has spread like a virus. Here are some highlights of what it has spawned:
H&M x Lagerfeld
Target x McQueen
Opening Ceremony x Timberland
Uniqlo + J (Jil Sander)
Varvatos x Converse
Samsung Phone by Prada
H&M Versace
H&M Marni
H&M Lanvin
H&M Commes des Garcons
H&M and everything else
There's no stopping this trend. Target x Neiman Marcus blanketed the country with a fashion mega blitz this past holiday season. It was a who's who of the CFDA putting their name on yoga mats and wrapping paper. It was cray cray huge. So I've put together my own fashion partnership fantasy list.
YES
Tom Ford for Converse (made of Vegan leather and organic conflict free cotton)
Kenzo x Opening Ceremony x US Open (Golf, Tennis, Whatever)
Nets tickets x Jay-Z Concert x Roca Wear
NO
Please no more designers who's redesigned the t-shirt (the original works just fine)
And no more Gucci Fiats, Missoni Chryslers, Pucci Ferraris...maybe it's because I'm not in a market for a six-figure luxury car, but I really don't get these
MAYBE
You're the designer who's sick and tired of having to do these low-end lines to build your name and to raise some fast cash. With a market in flux, there's no shame in your game. To quote Project Runway's Tim Gunn "Make It Work"
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