Youth on demand
MANILA, Philippines - What brand doesn’t want to be relevant in the ever-accelerating world of social media? With labels fiercely competing to be seen, heard and talked about in the context of a super-fast retail landscape — with customers being offered more and more choices — the competition now, more than ever, skews towards who can grab the attention of younger and younger consumers. Instagram is the game (for now), and hype is the holy grail.
Think about how Supreme and Louis Vuitton changed the collaboration game (overly-saturated, but still) by coming out with a co-branded line of conceptual high fashion meets streetwear merch that had every hypebeast, sneakerhead, luxury aficionado and fashion fan alike queuing up the world over just to reserve tickets. We know collaborations are so 2017 (and older), but given the right context? Now we’re looking for just the right formula, a combination of two disparate brands that look crazy on paper but just might work IRL.
Here at YStyle we’re not holding our breath to snag a piece from Supreme x Louis Vuitton (given that it’s already sold out and pieces are re-retailing for upwards of US$5,000 on e-bay), but we will do the next best thing by imagining a fantasy roundup of the zaniest fashion collaborations we need to happen.
Le Labo x Assouline
Iconic book brand Assouline prides itself on being the first luxury label to commodify culture. With collaborations with Goyard (a book trunk!), Chanel (a quilted leather slipcase) and so on — Assouline is looking to supply everything a consumer needs to build a contemporary library. Why not take this idea further with a super-limited-edition meeting of the minds with renowned New York perfumer Le Labo? Why build a library when you can smell like artisanal parchment all day long? Tell the story of love and loss; a passion for fashion; money and privilege; all in one handmade Le Labo x Assouline scent. Look out Santal 33, your days are numbered.
De Gournay + Dries Van Noten
Dries Van Noten + de Gournay
We’re looking to do the mother of all chinoiserie collaborations with the seemingly perfect marriage of fashion house Dries Van Noten and luxury wallpaper brand de Gournay. They’re equally known for a perfected hand in applying artistic detail to their work — be it embroidered motifs, gold leaf dragons or hand-painted flowers on either cloth, wallpaper of glazed china. Even though neither brand is a stranger to a high-powered fashion collaboration (de Gournay doing prêt-a-porter for Aquazzura, Adam Lippes; the Dries Van label Noten no stranger to wallpaper chintz prints), we thought a capsule of both printed garments and home décor would be so right. If this were to come true, you won’t ever want for anything Ming again.
Ryan McGinley + VSCO
Ryan McGinley + VSCO
If there’s a collaboration that’s waiting to happen, then this is it. McGinley is known for his candid and whimsical work behind the lens and it can only be a matter of time before this established photographer collaborates with VSCO on a special-edition preset. Brands like Levi’s and Gap have tapped the photo-editing mobile app for their own personalized presets to embody the spirit of their brand. This dream collaboration will give Afterlight and Photoshop a run for its money with McGinley’s ethereal and youthful aesthetic translated into filters. We’re keeping our fingers crossed for this one.
Charlotte Olympia + Kelly Wearstler
Charlotte Olympia + Kelly Wearstler
It’s a collaboration that’s destined to happen and we’d love to see an interior designer’s take on the fashion world. Kelly Wearstler is influenced by modernism and Old Hollywood glamour and it is seen in the way she marries gilded metal, eclectic prints and vibrant tones. Now, who better to translate that vision into shoe form than Charlotte Olympia? The British luxury brand is no stranger to collaborations and has partnered up with brands like Havaianas for shoes, Barbie for an accessories collection and Agent Provocateur for lingerie. There’s no denying that this will be a collaboration unlike any other — we hope.
Colette Paris + Stylenanda
Colette Paris + Stylenanda
Parisian boutique Colette is celebrating 20 years of retail in 2017. A notable achievement, given the fickle and ever-changing market landscape. No stranger to high-powered fashion collaborations (scarves for Hermès; shoes for Raf Simons x Comme des Garçons x Vans; and much more), we imagine celebrating two decades of Colette with a reverse high-fashion diffusion line with of-the-moment South Korean label Stylenanda. Achieving both Asian-infused, Instagram-ready aesthetics (a look that is steadily being embraced by the mainstream) with the distinct flavor of luxury and industry cool that Colette brings, this fantasy partnership has the potential to break-the-Internet 2.0. 11/10 we would cop.
Jin Soon + Miu Miu
Miu Miu + Jin Soon
We’ve heard it all — Thakoon’s done it, even Hello Kitty has dipped her paws into the world of nail polish collaborations. Brands like O.P.I and Essie are no strangers when it comes to tapping brands and celebrities to make a spin on their existing roster of colors. Here at YStyle, we’ve dreamed up a collaboration with fashion week’s favorite manicurist, Jin Soon, who’s known for flawlessly executed nail art, and Italian fashion brand Miu Miu, who’s got the recipe for looking cute down to a T. Just think of the possible glitter polish, high contrast colors that we’d be able to score by this powerhouse.
