Happy Tuesday, Trojan! I couldn’t meet you last week, but don’t worry. There is a lot to catch up on.
Some quick fashion news, as it’s happened in astronomical amounts over the past two weeks:
1. Pharrell Williams has been appointed Louis Vuitton’s new men’s creative director.
2. At Milan Fashion Week, Prada, Gucci, Jil Sander and Daniel Lee’s Burberry delivered a strong and refreshing performance.
3. London Fashion Week paid tribute to the late Vivienne Westwood, and Central Saint Martins unveiled its annual graduate student showcase.
But what we’re talking about today is Mugler’s new (tentative) reputation as a collaboration mogul.
Following Simone Rocha’s capsule collection for the same company in 2021, Mugler announced a collaboration with fast fashion giant H&M on February 27th.
Of course, H&M can’t even compare to other fast-fashion sites like SHEIN, which recently revealed that it’s projected to double its revenue to $60 billion by 2025, but it’s still in three years. After a series of stock market declines, this collaboration may be just what you need.
However, Mugler has had a bit of a collaboration rampage, including working with Jimmy Choo for the Spring/Summer 2022 season and a Walford “skinwear” collaboration for 2022.
I’ve mentioned collaboration before in my column. Collaborations are literally an exciting way to learn about new brands and make more money.
But this collaboration wasn’t the same level of excitement as other lavish collaborations like Fendace (Fendi x Versace) and Louis Vuitton x Yayoi Kusama. By the way, thanks to the visual team for Yayoi Kusama’s physical installations in the storefront. Beautiful and most importantly interactive for consumers in the digital age.
Back to H&Mugler.
So where does this hesitation come from? Part of it is outrage over the decision of L’Oréal and Mugler creative her director Casey Cadwallader to work with fast-fashion companies. Luxury brands, which often lead the way and inspire, especially in fashion’s attempts to push sustainability forward, should follow suit when it comes to collaborations.
The big problem of greenwashing is already here, and recent reports on PrettyLittleThing’s resale market have raised suspicions that it is masking the effects of mass consumption and factory overtime during the coronavirus pandemic. I’m here. Another problem with the rise of resale, as much as I love the holy grail of good thrift, is that it can quickly jeopardize the seasonal models that the fashion industry currently follows.
Another part is the idea that working with retailers devalues Mugler as a brand. It may be a super “hunger games” capitalist view, one that doesn’t want to merge retail with luxury goods, but this fusion has been going on for years. Seen at Supreme x Nike, Miu Miu x New Balance and Balenciaga x Crocs. These large-scale collaborations are often with sneaker brands, but we’ve also seen collaborations with luxury brands such as Skims x Fendi, Shu Shu Tong x Asics, and Sandy Liang x Target.
However, these concerns are far from true, mainly because of how luxury status is achieved.
It’s not a price point, you can really price it whatever you want, but it depends on your time, effort, awareness and brand history. It’s not a Michelin star: it wasn’t suddenly removed from random inspection, nor is the number of stars available as a quality comparison factor limited.
But most importantly, because price, rarity, and word of mouth are not the same as being valuable. This concept is very important to keep in mind when sifting through Free Her Market and Her Depop offers. Take all precautions to avoid being duped by ridiculously high resale prices and counterfeits. Especially with fashion’s current problem of overproduction due to the economic downturn and lack of consumption, it is important for him to perceive the quality of clothing in three ways. physical condition, long-term value and sustainability, and individuality.
The physical condition is obvious at a glance, but are you doing well? Are there any visible large holes? How well does it suit you? If the answer is not very good, how much adjustment do you need?
When thinking about value and sustainability, ask if your clothes will grow with you or stay in the back of your closet. There is also It’s a great way to be mentally stimulated and keep your wardrobe fresh and inspired. If so, consider renting clothes or borrowing similar clothes from friends.
About Personality: How well does this outfit fit you? With your values? Where do you believe your life is heading? Think I’m wearing this to more than 3 events? What are the 5 outfits that include this item?
Personally, I can’t wait to see how this collaboration ends up. We foresee a variety of catsuits, bodysuits, gloves and leggings, but Mugler’s iconic star has also sniffed out the return of his messenger bag and sunglasses.
H&M has recently gone back to basics to keep up with its “capsule collection” concept against Zara, which could be the push it needs to catch up with its fast-fashion competitors. But until I see it in stores, I have a feeling that Mugler may be the next king of collaborations.
Hadyn Phillips is a sophomore writing about 21st century fashion, specifically spotlighting emerging trends and popular controversies. Her column “That’s Fashion, Sweetie” appears every Tuesday.
