For those of you monitoring the cat walk trends of late- it’s clear to see that we are witnessing the return of visible branding. The big logo is back, bolder and brasher than ever. Partly responsible are Gucci and Dolce & Gabbana for reworking counterfeit tees to create extremely popular ‘genuine fakes’. Historically it was the 1980s and 1990s where big-logos served as a symbol of wealth, gaining massive popularity- but much to their own demise in the late 1990s. We’ve since been in the midst of the minimal stealth-wealth era of fashion – understated luxury, but the last year or so has seen style influencers playing with big logos of old.
Is the trend here to stay? Who knows but no one is winning better at it than the Paris-based style house – Balenciaga. And in true on-trend form, men’s style retailer MR PORTER and women’s fashion destination NET-A-PORTER have joined forces to deliver two exclusive capsule collections in collaboration with the Parisian label, launching on Monday, January 22.
The launch is the first time Balenciaga, under their current Creative Director Demna Gvasalia, has collaborated with a retail partner on dual exclusive collections for both men and women. Ready-to-wear and accessories will be available in limited-edition prints and colorways in styles from the brand’s Spring/Summer 2018 runway show.
“We are very happy to collaborate on this unique project between Balenciaga and NET-A-PORTER and MR PORTER. There are only a few online pure players that can make it happen.” Cédric Charbit, Balenciaga Chief Executive Officer
MR PORTER’s offering comprises of 34 pieces, focusing on sweaters and outerwear, and many of the read-to-wear pieces are embroidered with Balenciaga’s new ‘BB Mode’ logo. The retailer will also launch an exclusive version of the Triple S sneaker in green, and two Speed Sock sneakers with “BB” detailing.
The two capsule collections will launch alongside a joint digital and social campaign styled and shot by Balenciaga collaborators Johnny Dufort and Lotta Volkova, with creative direction from MR PORTER and NET-A-PORTER’s in-house teams. The campaign is inspired by and showcases Balenciaga styles worn in everyday situations and was shot on staff members of both MR PORTER and NET-A-PORTER’s staff members in their London-based headquarters.
“Balenciaga is one of the most exciting brands in luxury fashion, and we are honored to collaborate with the house. This project was a wonderful partnership and a first of its kind with Balenciaga’s campaign creators, Johnny Dufort and Lotta Volkova, photographing and styling our own teams wearing the exclusive collections against the backdrop of our offices. With Johnny’s keen observational eye and Lotta’s signature undone glamour, this campaign represents a true behind- the-scenes glimpse into the world of NET-A-PORTER and MR PORTER through Demna’s Balenciaga lens.” Alison Loehnis, NET-A-PORTER and MR PORTER President
The Capsule Collection, by MR PORTER x NET-A-PORTER x BALENCIAGA