Upcoming Fashion Crossover Brands
What is a fashion brand crossover? Basically, it’s a well established fashion company partners with a celebrity/model/fashion designer/icon to create a capsule collection sold for a limited time. Fashion fanatics go crazy over it, because of the exclusivity and limited edition of these products. We’re talking about waiting on long lines, just to own a piece in your closet. I remember when they had the Marni x H&M years ago and I waited for hours to fight over picked through merchandise. It was not a fun experience, but the joy of owning a Marni piece at a fraction of the price was well worth it.
The earliest fashion brand collaborations I can remember was Isaac Mizrahi x Target in 2003. He designed a small collection exclusively for the big box store. It was an instant success as it was an affordable way for Issac fans to purchase a piece of his design for a small price. Ever since, the crossover brand partnerships has been explosive and it’s exciting to see whose next in line.
The most exciting upcoming brand collaboration I’m most excited about is Victoria Beckham X Target with a collection over 200 items of kids and women’s launching April 9th in both apparel and accessories. The collection is a fun colorful circus theme with 60’s influenced silhouettes. Fans of the ex-Spice girl band, can expect to shop from Target brick and mortar stores, online or on Victoria Beckham’s own website for her international customers.
The printed pajama silk blouse is from a Kenzo x H&M collaboration back in November. I was lucky not to have to wait in line at the store, but to shop on their website during their first day of sale. It was slim pickings by the time I got to shop, but I managed to pick up this gem. I paired it with black leather leggings and black knee high boots to create longer legs. Hence the 5’4″ frame.
There are countless fashion partnerships with designers and celebrities these days. It’s a no brainer method to test the market for new ideas and to refresh a brand. From Fenty Puma X Rihanna to Bella Hadid X Chrome Hearts, there’s something for everyone. It’s the best way to address a trend, dress like your favorite celebrity or just own something that limited people will have in their closet.
Do you have a fashion collaboration you’re looking forward to? Or wish there was one that the brands can create? I wouldn’t mind seeing Reebok X Lady GaGa!
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