In a move that shocked some and left others feeling an insatiable craving, Gucci showed its centennial collection, Aria, last week, featuring a slew of fresh pieces alongside others that were familiar but new to the House of Gucci. In what was described not as a collaboration, but as a “hacking”, Alessandro Michele borrowed pieces from Kering sister brand Balenciaga with permission from the House’s creative director Demna Gvasalia.
A Balenciaga bag, the Hourglass, was dressed in classic GG Supreme canvas while various other shapes and wares were mixed and mingled with Gucci’s own House symbols. Rarely do two powerhouse luxury fashion giants join forces, and this collection is set to be arguably one of the most talked about fashion ‘collaborations’ of our time. While a pairing like this one will produce a slew of covetable, limited edition items, at the core a meeting of the minds between two of fashion’s most powerful and influential creative directors has the power to be so much more.
Those visions are reflected not only in their creative offerings but also in their ability to raise questions about our times and its conventions
CEO of Kering François-Henri Pinault spoke to Vogue Runway of the pairing stating, “I have seen how [Alessandro and Demna’s] innovative, inclusive, and iconoclastic visions are aligned with the expectations and desires of people today. Those visions are reflected not only in their creative offerings but also in their ability to raise questions about our times and its conventions.”
The latter is exactly the kind of change that our industry can benefit from with such an unprecedented collection like this one. Both Balenciaga and Gucci have pioneered certain hot button issues like sustainability and gender inclusivity and while this particular duo makes a lot of sense due to both brand’s shared ideals, this partnership also has the power to normalize the sharing of resources and ethics. This can be be extremely beneficial to other brands, but also the industry moving forward. When brand’s partner together, everyone has the potential to win.
This unlikely duo may seem like just another opportunity to create a cult-loving collaboration meant to appeal to both brand’s clientele, bringing in a massive amount of sales, but if you ask me, this undoubtedly will pave the way for the future of fashion.
Call it what you like—a collaboration, a partnership, a hacking, but however you identify it, this partnership has the true potential to benefit our industry moving forward.
This post is a bit naive. It’s just two brands owned by one of the richest men on the planet cooperating on a big marketing event in order to sell more overpriced crap to all of us. Am I just a cynical mess or are you all living in some sort of alternative reality??
I agree. I also think that the designers had so much potential to do better with this collab. I mean, its gucci and balenciaga! Both houses have such rich histories that could’ve made an incredible collab. This one was underwhelming for me personally. It’s really just mixing and matching logos here, lazy work.
But they did incorporate so much of both the brands history! The silhouettes and leather pieces were all nods to classic designs of both brands, as well as some of their roots. Haute Le Mode did a very educated YT video on this runway, I highly recommend watching it!
Further, I don’t think the pieces are meant to sell… runways always include stuff purely for design purposes. It’s not all about being wearable outfits – my take is that this should be seen as an ironic art collaboration, but not necessarily as a wearable collection.
Nono, you hit the nail on the head.
There is nothing wrong with collaborating even if the sole purpose is to sell more bags; it’s simple capitalism. You also the option to exercise your right not to purchase if you don’t like it. L V has hits or misses like all fashion houses so that is not unique to them. You can be disgruntled, but given the chance and opportunity wouldn’t you like to be on the winning end of this, or any other, capitalistic collaboration? ????
I don’t understand what your lecture has to do with my point. ????? I’m first in line to throw my money at dumb designer crap like all of us on here. I was commenting on the way this story is packaged, like this is some sort of earth-shattering moment in fashion. Nope, it’s just an expensive ad.
Gotcha! I was stuck on your comment re: “two brands owned by one of the richest men on the planet”; I felt that was the point you were making. Thx for clarifying!
Didn’t we already see such kind of collaboration from Vuitton and Louboutin before?
Yes, and I almost threw my money away on that bag. The red pony hair on the side? What was I thinking?
It just looks like a misinformed replica………
Oh my – what a nightmare this crap is – who buys this junk? This is what happens when two companies – lvmh and kerring own every luxury brand – just horrible
Perhaps some enjoy this…….but I don’t really like it. I’m not a cross branding type of person. Either its Gucci or Balenciaga. I’m not really into them mushing it together. But if you like it and it makes you smile then go for it.
I love a fun collaboration, but I just don’t see what each of these brands is bringing to the table that benefits the other. I think collabs are interesting when two brands who do totally different things, or at different price points, it forces people to be creative in terms of materials, or new shapes and styles, this gucci/ balenciaga collab seems lazier than the other kind. Yes, it will make them some money but is it interesting? Not really . . .
So designers have run out of ideas.
Sad.