Previous Collaborations

Part P R E V I O U S

4C O L L A B O R A T I O N S

Figure 9- Off White x Nike

Figure 11- Off White X Heron Preston

OFF-WHITE

Off- White and H&M have created successful collaborations previously, such as Rimowa, Moncler, Converse, Champion and Heron Preston however, Off

White’s most renowned is with Nike. The first collaboration reimagined the Nike 10, the detail behind the fabrics and colours as well as Abloh’s signature quotations and zip tags meant the range sold out in minutes. Off

White’s collaborations are generally small but impactful- capsule collections or 10-16 pieces is the prominent theme. The collaborations are usually true to Off-White’s aesthetic but without undermining the other brands values. Moreover, quite a few of their collaborations have included unisex lines ie: Levis x Off White (2017) and Sunglasses Hut x Off White (2019) expanding the consumer base for collaborations. Finally, Off White have also collaborated with IKEA, this venture into lifestyle was well received by consumers and reflected a change in trend for the brand.

Figure 12 - H&M x Giambattista Valli

H&M

H&M have collaborated with many luxury names since 2004, their collaborations allow consumers to buy into luxury labels without the extortionate prices. H&M are known for letting the luxury designers take the helm to give their consumers something different. Some collaborations include Karl Lagerfeld (2004), Lanvin (2010), Versace (2011-12), Alexander Wang (2014), Balmain (2015), Erdem (2017), Moschino (2018) and Giambattista Valli (2019) to name a few. Each collaboration has been different but true to the luxury brand and their image. Some of the most successful collaborations have been Versace (2011) which crashed the H&M website within minutes, and Alexander Wang (2014) who’s menswear range sold out quicker than the womenswear. Luxury brands collaborated with H&M for multiple reasons one being the designers want to ‘democratise fashion’ this was true for the Moschino and Erdem collaborations. Lanvin’s Alber Elbaz said that he was ‘interested in H&M becoming luxury rather than Lanvin going public.’

Figure 13- H&Moschino

P R E V I O U S

C O L L A B O R A T I O N S