HOW WILL IT BE SUCCESSFUL? Despite Chanel having never collaborated before, perhaps to maintain their luxury status, identity and high price points a collaboration with DSM would allow them to protect their legacy further whilst renewing their relevancy, visibility and perception into a brand for the youth. Both brands share similarities that would allow this collaboration to be successful. Both create simple and minimalistic products that encompass their heritage in an instantly recognisable manner, they both have traditional views of fashion believing in experience as highly important to consumers and brand image and finally they are both looking to future proof themselves by connecting with younger consumers. A fashion collaboration is about a dialogue between the brands, their legacies and the core values that define them. The intersection, ‘as the point where established concepts meet, connect, clash and combine, where remarkable innovations are created and new, groundbreaking ideas emerge.’ (La Garza, 2022) This campaign’s intention is to use this research and ideology to produce a unique collaboration allowing the brands involved to receive the recognition and relationship they need with new generations.
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