Women’s denim is without a doubt one of the most competitive areas of the fashion business, after all there are hundreds of labels producing different versions of the same product. In such a crowded marketplace standing out and defining a unique position for yourself can be tricky, even for the biggest of brands. Sometimes a little thinking outside the box is required, which is exactly what J Brand have done. Yesterday in London they launched their new 5 x 5 Collection produced in collaboration with five up and coming British designers, each of which will be sold on one of five different retail locations in the UK:
– J Brand x Christopher Kane @ Harvey Nichols
– J Brand x Erdem @ Harrods
– J Brand x Meadham Kirchhoff @ Browns
– J Brand x Peter Pilotto @ Selfridges
– J Brand x Richard Nicoll @ Liberty
This is a textbook example of a well thought out and well executed collaboration. J Brand get some cutting-edge fashion input from the designers, the designers get to rub shoulders and receive support from a global fashion label, the retailers get something unique to sell and the media gets something interesting to write about. Everyone wins!
OH MY GOD!!! Meadham Kirchoff is by far my favorite from this group. What a fabulous group of collaborators!!!
OH MY GOD!!! Meadham Kirchoff is by far my favorite from this group. What a fabulous group of collaborators!!!
I think J brand needs to find a real designer to find their own point-of-view, rather than confusing the market with these confusing collaborations – albiet fun.
Collaborations are defining this moment in fashion. Love them or leave them they are here to stay for the moment.
I think J brand needs to find a real designer to find their own point-of-view, rather than confusing the market with these confusing collaborations – albiet fun.
Collaborations are defining this moment in fashion. Love them or leave them they are here to stay for the moment.