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!