The designer Faye Toogood standing on top of the Toogood x Birkenstock bed. is how you can cross-merchandise your aesthetics. “For designers or architects, it’s about transporting a lifestyle into new territories that are affordable. You can’t carry around a designer chair, but you can put it on your T-shirt and show people that you’re in the know,” he says. Herbert offers another explanation: “It’s about visibility. Throwing industry norms out the window forces you to look at something in a whole new way!” “I don’t set out to follow trends, so one of the things that keeps me inspired and excited about future possibilities is the studio being open to new collaborations and areas of design. “In many ways, creating a collection is very similar to creating a home, space, or object in both fashion and design, one works with sketches, samples, fabrics and materials.”īut knowing the motivations for fashion brands venturing into design still doesn’t answer why we’re seeing more and more designers partnering with fashion brands on one-off design merch drops all the way down to fully designed apparel collections. “I think the appreciation of the handmade in a digitally driven world plays a part in why the creative worlds are merging,” Faye continues. “Design and fashion share a natural fascination with unique shapes, colors, textures, and pushing the boundaries of functionality,” she says. The 2019 installation at the Nike Moscow flagship store in celebration of the new Nike Air Max 720 Photo: Crosby Studiosįaye Toogood, whose practice encompasses interior design, homewares, fine art, and fashion, and who has partnered on collections with Birkenstock, Carhartt WIP, and Porter Yoshida, shares this sentiment. The Crosby Studios founder has worked on fashion-based furniture and art with brands including Balenciaga, Nike, and Ugg. I’m really happy to see that it’s turned into a movement,” Harry Nuriev writes in an email. “When I first started my practice, I quickly realized fashion, art, and design live separately in different ‘camps.’ In my first projects that I created I decided to mix all three of them together. Later barging into hospitality as recently demonstrated by Prada and Dior, which recently opened pastry pop-up shops cafés by Maison Kitsune, Aimé Leon Dore, and Ralph Lauren and, long before that, hotel chains and bars by Armani and Bulgari. First with art as seen with partnerships between Schiaparelli and Salvador Dalí, Louis Vuitton and Yayoi Kusama, and Raf Simons and Sterling Ruby. It’s the same playbook the fashion industry has long applied to adjacent creative sectors. From deepening the relationship with loyal brand fans to attracting a new, affluent demographic, the benefits are undeniable.
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