Luxury brands are delving into unchartered territory, gravitating towards collaborations far outside their comfort zones.
Companies such as Versace, Ferragamo, and Prada are entering other business sectors such as transportation and technology. Garnering strongholds in industries other than fashion will not only increase sales and profits, but will also bolster the brand’s identity, experts said.
This fusion is exemplified in a deal Versace just inked with Italian group Agusta Westland to join forces on designing helicopters. Versace, the brand with a penchant for flashy frocks, is now set on taking over the world of luxury transportation. The brand already has its own exclusive lines of sports cars, yachts, and private jets. A prototype for the Versace brand helicopter will be revealed during the Salone del Mobile furniture and design fair in April.
Ferragamo signed a lucrative two-year deal with revered automaker Maserati to design accessories inspired by the auto giant. This collaboration will create five unisex made-to-order leather pieces that include a suitcase, a weekend bag, a cosmetics case, a garment bag, and a shoe holder. These almost $10,000 accessory sets fit flawlessly into the trunk of the new Maserati GranTurismo Coupé. The five-piece set, designed by Massimiliano Giornetti, will be available in four colors (blackamoor, blue, eggplant, and black) and two materials (hand treated calf and a sportier, scratch resistant calf leather). The Ferragamo-Maserati accessories will go on sale to the public this summer, once the new Maserati is available at showrooms worldwide.
Silk high-waisted, paper bag skirts and tops in rich jewel tones are not the only standouts for Prada during the Spring 2007 season: Prada is now dabbling in the world of technology. With the help of LG Electronics, Prada’s newest venture is a signature mobile phone, released in Europe early this year. The phone will then hit Hong Kong, Taiwan, Singapore, and Korea later this year. This sleek new phone will be sans keypad, and features a sophisticated touch screen instead (think along the lines of the highly anticipated iPhone). Prada has high hopes for their first foray in electronics - they hope to sell a significant amount of units, and stress that their phone is not just a limited edition accessory. For a detailed look at related headlines, see the following archived articles:
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty