Looking to revamp your fall wardrobe without having to spend time digging through your local H&M and Zara for something entirely original and 100% you? Well, you’re in luck: Never has there been such an influx of designer collaborations for fashion lovers to get their wanting hands on before now. Fall seems to be the go-to season for collaborations among some of the world’s most relevant and in demand fashion designers. And with designer collabs now transitioning into every aspect of the consumer market, fashion lovers around the world get first pick on some of the most exclusive designer brands for a fair price.
L’Oreal Paris x Balmain
Coming this fall is one of the most anticipated designer collabs to have come out in a while. Iconic Parisian makeup mega brand L’Oreal is teaming up with Balmain Paris to create an exclusive line of three lipsticks that double up as jewelry. The three jewel tone lipsticks come in brilliant and rich sapphire, emerald, and onyx hues that are sure to look as stunning on the lips as they do in their casing.
Erdem x H&M
H&M has a long standing history of collaborating with some of the world’s most important brands. With the likes of Versace, Lanvin, and Balmain on their roster, H&M is no stranger to sourcing out the world’s most in-demand brands to collaborate with. This fall, H&M is set to release its much-anticipated collection with Turkish-Canadian designer Erdem, whose last few collections have stirred up an astounding amount of buzz for the brand, catapulting it into the fashion spotlight this year.
Jeremy Scott x UGG
Say what you will about the current creative head at Moschino, but the man has a knack for knowing exactly where to place his eggs, and it’s almost never in one fashion basket. Launching September 13th, Jeremy Scott’s collaboration with UGG Australia is bound to have lovers of his flashy and garish designs as well as lovers of the comfy boot flocking to stores for a chance at scooping up the limited edition boots.
Moschino x Sephora
Set to makes its official launch in Canada in just a few days (August 25th to be exact) Sephora’s limited edition Moschino collaboration has already sold out in the U.S.. And that comes as no surprise, as the collab comes complete with an adorable “This is not a Moschino toy” teddy bear that opens up to become an eyeshadow palette and an array of pretty lip glosses that encompass everything Moschino stands for.
J.W Anderson x Uniqlo
One of the most highly anticipated designer collaborations for fall is undoubtedly the collab between Japanese mega brand Uniqlo and, arguably the most important young designer of our times, Jonathan Anderson. The collab is bound to be the single most fought over collection of the year, with predictions of pre-sales and opening day sales to sell out within minutes.
Superga x Charlotte Simone
Italian shoe brand Superga is teaming up with accessories brand Charlotte Simone for a bright and uber girly collab that perfectly mirrors fashion’s current obsession with faux fur. The shoes themselves balance Superga’s iconic tennis shoe style with Simone’s keen eye for bright sherbet coloured faux furs. And best of all, most of the shoes come in a perfectly sweet platform style that’s sure to excite the modern club kids of the world.
Ashish x River Island
This is definitely going to be a good year for British brands River Island and Ashish, who are teaming up to launch an affordable collection at London fashion week this fall. The 15 piece limited edition collection seems to be Ashish’s first foray into the mainstream fashion market, but the buzz is already building up, and his colourful and often outspoken designs are bound to sell out worldwide. The collab will open new doors for those who’ve never heard of the designer outside of the global high fashion circle.
Of many idioms in the English language, ‘to be comfortable in one’s own skin’ is one of my favorites because it seems to me to express a certain kind of ideal: to be confident enough to be placed anywhere with anyone, exist without the limits of comfort zones. I’m not sure if anyone lives a life like that — maybe Jonathan Goldsmith does —and I certainly try to stay within the boundaries of my comfort zones. Routines are key to this feat; go to the same coffee shop, sit at the same spot, order the same drink; make, of small things in one’s daily life, rituals and repeat them. Or, visit the same shops, wear the same clothes in blacks and whites, and always button the button-up shirt all the way up.
In many ways, we are bound by what we’ve become comfortable with. And it’s difficult to ever really confront them since we’re also bound by the mechanisms of our daily lives and since not all of us can have an Eat, Pray, Love soul searching cruise down the inner-self time off from it. So at Novella, we thought that changing outfits, getting into something you’re not really used to, is a good and simple way to break free from our routines.
Trading Placesis our way of trying to see ourselves outside of our usual selves. That our team’s outfits range from flowy flower patterned blouses, classic oxford button downs, and head to toe black to embroidered band denim jackets, sheer polka dot dresses, and short-sleeve jumpsuits make this prison break more exciting. For our first installment, Chris, our fashion editor, and I partnered up to kick each other out of our respective comfort zones.
Hoon: The Metalica tank top was beyond comfortable. I don’t think I’ve ever worn anything that so coyly covered and uncovered my nipples every time I lifted my arms. The breeze, since it was a hot day, was nice and cool and I adjusted well to life at this temperature. Next, I put on the denim shorts. My left foot got caught in one of the artfully ripped areas and for a second it seemed as though it might rip entirely and leave me with no choice but to lead a criminal life of damaging, and absolutely refusing to pay for, H&M shorts. Once on, the shorts let in a lot of air and was not as tight as I had originally anticipated or as Chris had warned, which was a relief. Then I put on the hoodie, which was cut in a way that the front ends of it veered away from my body. This, also, was a new sensation. It was possibly the most daring outerwear I’ve ever worn. I think that had I been wearing my usual pair of long black pants, I might not have felt too out of place in this outfit Chris picked out for me. Something about the ripped denim, as absurd as it is, was entirely contrary to the way I picture myself.
Chris: Although this may seem like a simple white shirt and casual navy blue pants, this was so far out of my comfort zone that it’s almost haunting to see these pictures as I write this. I’ve never been the type of person to opt for what others would consider “appropriate” and “tame” clothing. My personal style, has above all else, remained extremely casual and undeniably very me. So the thought of myself (sorry Hoon) moving over to the dark side of “grown up” dressing was really a step away from anything I would ever do in my personal life. There is one thing that I think I really enjoy about this outfit; the pants. Now I can undoubtedly do without the white button up shirt, but the pants are truly something I could see myself wearing and making my own. Not only were they extremely comfortable, moving with my body rather than against it, they came with andextremely handy and unexpected draw string waist, which would allow me to tighten and loosen my pants as the occasion calls for. Congratulations Hoon, you’ve made me realize that Uniqlo has comfy pants. I hope you’re proud of yourself.
Hoon: You can’t really see it in the photo but the ripped areas of this particular pair of jeans from Zara are curiously patched with various patterns, the most disconcerting of them all the two leopard prints. The jeans were tight but wearable, which seemed to me to be cruel in that they’re meant to be exactly that: tight and just a snippet short of being unbearable. I fumbled for a while to get them off and, to be honest, I don’t think Chris would really wear this particular pair himself. Chris and I both liked the green, white, and yellow shirt with daisies on them. It has splashes of brightness but was toned down by the dark green, which would make it, were I to go down that route, the gateway shirt to more colourful shirts. The light oversized denim jacket though you can’t see it in this photo, had roses embroidered in the back. But aside from the oversized aspect, once I put it on, I realized that it isn’t too far from something I’d venture to try on by myself if the mood were to strike.
Chris: Here’s the thing. Hoon is one of the lucky few on this beautiful blue planet that can pull off the studious Ivy League valedictorian look and not make it look like the constricting uniform of the ruling patriarchy. I, on the other hand, manage to make this J.Crew ensemble look like a failed attempt at making an aggressive Yale Skull & Bones look approachable and friendly. There’s something about this navy cardigan and grey-slack-dress shirt combo that that looks menacing. It looks predatory. Like a republican who’s smelled the blood of a lower middle class citizen and is looking for nothing less than to pounce on his unsuspecting victim and rid them of their life force through heavy taxation and a higher cost of living. But if I do look to the bright side, the one thing I may consider wearing out of all three items would have to be the cardigan, just as long as I can have it oversized and riddled with holes and tears.
Hoon: The exercise was fun. I noticed how the uneasiness I felt while Chris picked out the outfits would soon disappear and seem disproportionate in retrospect. Goes to show that I egregiously associate certain aspects of myself with the types of clothes I choose to wear. Though I am still pretty certain that I’d not wear the ripped denim of my own accord, I might very well go back to that H&M for that tank top.
Chris: I think my favourite part of this little activity was watching Hoon’s eyes widen and face shoot white as I went through rack after rack, pulling out options of what I was willing to put him in. In retrospect, I did manage to learn something interesting about how two different people view each other and how we should accept everyone for what makes them different and unique. Props goes to Hoon though. Our outing has inspired me to buy both outfits that I put Hoon in.
Ad campaigns have long been a brand’s first line of offence when it comes to exposure. Unlike social media advertising and TV spots, print campaigns aim at catching the attention of specific groups of people, usually fashion lovers or potential clientele. This strategy is called the rifle strategy. Rather than using a shotgun strategy to shoot out your content for everyone to see, like social media media advertising does. Rifle strategies aim at eliminating wasted resources by targeting people who are more likely to buy what they see in the magazines they’ve bought or skimmed through.
But enough about the technical about the technical side fashion ads. Let’s get to the part we all love; the fashion! Now brands, their designers, and their holding companies don’t spend a ridiculous amount of money, time, and effort to just for fun. There’s an artistic vision behind every photo that’s taken. It isn’t just about slapping something pretty on a pretty model. It’s about telling a story, painting a complete picture of the collection that will make you want it so much, you’ll buy it! With that said, not all campaigns end up being works of advertising art. Sure they make get the job done, but in the end, they just end up being ads. However, there are some ads that do much more than just sell a brand’s product. They transcend traditional print ads and become works of art on their own. Here’s a list of some of 2016’s greatest print campaigns.
Missoni Fall/ Winter 2016
Have you ever wondered what a modern day water sprite would look like? Missoni must have wondered the same thing too. In their fall 2016 campaign, model Frederikke Sofie stars as a delicate, yet completely intimidating free spirit that seems to just rise out of the water like pure magic. Sofie’s curly hair blowing in the wind, mixed with the easiness of Missoni’s iconic knits, only helped add a sense of ethereal beauty to the campaign.
Salvatore Ferragamo Fall/ Winter 2016
Who knew a static portrait could be so alluring? Model Ming Xi is accompanied by Ine Neefs and Valery Kaufman in this photo by photographer Craig McDean. The photo depicts all three women posed towards the camera in a stately photograph. What’s special about the photo is it’s simplicity. It manages to ease the uptight-rich-European woman vibe that Ferragamo is known, with an airy lightness that creates a sense of timeless elegance. Like a dominant, yet caring matriarch watching over her high fashion family.
Louis Vuitton Les Parfums
Luxury leather goods giant Louis Vuitton is probably the most recognisable brand when one thinks of luxury travel wares. So it came as no surprise that Louis Vuitton wanted to showcase its perfume as being “beyond perfume.” The Vuitton team chose to create a personal paradise for its fans. The campaign, shot by photography legend Patrick Demarchalier and starring top actress Lea Seydoux, encompasses everything that Louis Vuitton is about. Travel, the destination, and the invocation of luxury that goes beyond what traditional fashion brands can do. The tropical setting, with its dark – cascading stone waterfalls set against Lea’s ethereal perfection, create a fairy tale of a princess set free in the untamed wild.
Jacquemus Fall/ Winter 2016
Simon Porte Jacquemus has been an innovator. Since it’s debut, Jacquemus has been able to push the boundaries of what’s expected in the fashion industry. His designs are exactly the type of high fashion avant garde clothing young women want and they’re also surprisingly affordable compared to his competitors designs. And it’s in this surprisingly fresh take on design where everything else falls into place perfectly. For its fall campaign. Jacquemus sought the help of artist Willi Dorner to create a quirky and striking ad campaign that completely encompasses what Jacquemus as a brand is. The setting is simple, a park bench located somewhere is Paris or a in a small French town maybe. The backdrop looks very pedestrian, until you see what’s on the bench. Just like Jacquemus itself, the seemingly normal is made abnormal. A jumble of models wearing Simon’s designs are seen huddled together to create a human ball. And that’s the fun of it. That’s what Jacquemus stands for. Understanding the love people have for things that are beautiful, yet slightly off.
Gucci (All of them)
It seems that Alessandro Michele’s influence at Gucci extends far beyond the clothing and accessories. This year, fashion lovers were treated to a surprise at Gucci. The iconic brand, once known for its mature and distinctly Italian flare, underwent a total overhaul. Designers were changed and brand images were reworked, resulting in a fresh and whimsical take on the brand that’s won over the hearts of young luxury enthusiasts around the world. But it didn’t stop there, if Gucci had to change order image, it had to change everything about its image. In turn, the fashion world was treated to a year long ad campaign that fused 70s style camera work with the sugary perfection of a Sofia Coppola movie. Models posed alongside slot machines and Japanese geishas with the words “relentless buzzing sound” and “whispers lost in wind” as subtitles, while other models danced among a sea of bubbles (“pop”) and a pair of Gucci pumps on a motorcycle (“sirens in distance”). Which created the perfect atmosphere for Alessandro Michele’s Gucci. Like a daydream that may have been reality. Gucci encompasses the dreams of the here and now.
Although not a print ad, there really wasn’t any other option than adding this gem of a campaign from H&M. What do a lot of people do during the holiday season? They travel of course. And H&M and director Wes Anderson want you know that they get that. They understand the dread of driving hours on end to see your parents or having to hop on a train to visit loved ones. So why not make the dreaded holiday commute a fashion wonderland. Like a quirky polar express, fans of the Swedish fashion giant are treated to candy coloured locomotive paradise. The walls look like candied chocolate; the outfits, like sparkly little cake toppers. The beauty of this campaign is it not only feed into shoppers need for holiday outfits, but it also subconsciously feeds into our need to want the cutest and sparkliest things we can buy for the holidays, and all for H&M’s famous affordable prices.
Prada Candy Kiss
Leave it to Prada to pick one of the most in demand models of the moment to be the face of one of their best selling fragrances. Lexi Boling stars in this year’s Prada Candy Kiss campaign, which started off as an adorable take on femininity in its first run of ad and quickly blossomed into and ad made perfectly for a modern vixen. She’s sweet, yet intimidating, alluring, yet distant. She’s the woman you want, but will never have. The campaign, which was shot by famed photographer Steven Meisel, conjures up a quote from one of the greatest female poets ever, Sylvia Plath. “If the moon smiled, she would resemble you. You leave the same impression of something beautiful, but annihilating.” Which who the Prada Candy Kiss woman is, beautiful, but annihilating.
Louis Vuitton / Square Enix
Louis Vuitton appears a second time on the list with their Square Enix collaboration for Louis Vuitton’s SERIES of ads. Which aim at involving multiple artists to show their personal take on the brand in Louis Vuitton’s marketing strategy. For the Louis Vuitton SERIES 4 ad campaign. Tetsuya Nomura of Square Enix used Final Fantasy 13’s protagonist Lightning as his model. The ad campaign aimed at embracing the growing relationship between fashion and technology, while also helping further showcase the new face of Louis Vuitton. Rather using a traditional print ad, Nicolas Ghesquiere incorporates his love of technology into the global market by presenting his designs as digital renderings. Showing the global where luxury fashion may be heading.
Raf Simons Spring/ Summer 2016
Sometimes fashion isn’t always fun and games. Sometimes bright colours and energetic photoshoots can’t encompass the story that’s being told. That must have been what Willy Vandeperre and Raf Simons had in had in mind when creating the brands spring ad campaign. The overly bleak atmosphere of the ad felt melancholic. But as many artists know, some of the most beautiful moments in art aren’t happy ones. The ads, which feature an emotionless Luca Lemaire staring off into the distance, accompanied by three different dark and brooding backdrops that seem surreal, yet eerily present throughout the campaign. There’s also a sense of freedom (or escape) within the photos themselves. The barefoot model seems animalistic, like a man who’s run from everything that the world forced him to be, but he’s far from that now. He’s one with nature and no one can take him back now.
Do you remember Jeremy Scott’s statement, ‘I don’t speak Italian, but I do speak Moschino’? We don’t speak Italian either. Nor do we Japanese or French, but luckily we don’t really need any of those languages to understand fashion. And to understand fashion, you would know that the upcoming Kenzo and H&M collaboration is a big deal.
With this year’s upcoming release of the KENZO x H&M collection, it’s safe to say that everyone is going to be talking about Kenzo Takada’s iconic brand. Now headed by creative duo Carol Lim and Humberto Leon, Kenzo has continued its reign as being a brand that’s slightly off centre, yet completely anchored in fashion.
On October 19th, the ‘KENZO X H&M’ opening show took place at Pier 36 in New York where models shared the catwalk with an army of dancers directed by Jean-Paul Goude, as well as the Watts 103rd Street Rhythm Band. Drums and extravagant dance moves took the stage, and the theatrical vibe was simply magical and contagious. Let’s just say that the already abundant anticipation for the collaboration hit the roof.
The historic house ofKENZO holds many meanings. Daring, sassy, energetic, free, confident, unique, and self-expression are just a few words associated with the brand. There is not nearly enough room on this page to describe it all. The language of Kenzo is visual, but the message is clear: fashion is not just about having fun, but it is also–and more importantly– about not being afraid of doing so.
In anticipation of the official release on November 3rd, we wanted to share some of the pieces that we are willing to kill for, if anyone tries to steal them from our hands when the collection hits stores.
See? Strong feelings and emotions have already flourished among us. We now officially do speak KENZO.
“I am really digging the denim puffer coat from the KENZO x H&M collection. This is a piece that I think will last long after the hype, long lines, and eBay sales have all dissipated. Also, it will be perfect to survive to colder winter temps and still look stylish. As a former employee, I have experienced the H&M designer collaboration madness first-hand; therefore, I would kill anyone from who tries to steal this piece from my hands because it’s all about survival. People are going to go nuts, so it’s either kill or be killed!!”
“Why did I pick the reversible silk-blend skirt from the KENZO X H&M collection? Seriously? Do you really need me to tell you why? For me it seems pretty obvious why I should kill whomever dares to steal this skirt from me next Thursday. It is just PERFECTION. This piece is everything I could aim for this season: sassy yet feminine and elegant (the midi length helps toning down the vibrancy of the pattern), and absolutely gorgeous and fun. Plus, clothes should also make us feel good and confident, and NOBODY will ever mess with someone wearing a pink & red zebra print flared skirt.”
“So this might be the most low-key item on the expansive list of expected pieces, but look at it. It’s heaven! Those subtle/not-so-subtle jungle cats of the collar, layered over a secondary, ruffled collar? Plus those cuffed, ruffled sleeves? I can’t get enough of it. The ruffles are absolutely on trend (thanks Barb from Stranger Things), but the blouse as a whole has a timeless quality to it. And while it may seem like a conservative choice compared to the rest of the collection, it will be a stand out piece in my wardrobe. I can already tell that my inner tigress will come out to snag it in the shop.”
“For me, the one piece in the KENZO x H&M collection I’d love to own is the Reversible Silk Kimono ($299). The selling point of this piece is its craftsmanship. The traditional Japanese silhouette is modernized by adding pops of bright floral appliqué and a reversible printed interior. The slight hint at modern sportswear also makes this an extremely versatile piece that I’d kill to add to my closet this winter. Make sure you check your surroundings when doors open at H&M’s Eaton Centre flagship on the 3rd, because I’ll definitely be football tackling anyone who thinks of evening laying a finger on this beautiful coat.”
“If you know me, this choice goes without question. I’ll be honest and say I can’t deny the fact that I admire anything pyjama related. Already owning a few of my own pyjama inspired pieces, I find myself constantly on the hunt for anything even slightly sleepwear related (oversized hoodies/crewnecks, loafers, etc.) to add to my collection. That being said that is the reason why this red trim pyjama design top is definitely going to be the next addition to my closet! Although the piece may be right up my alley style wise, the print isn’t something I would typically desire, BUT leave it up to KENZO to take classic sleepwear and turn it into something electrifying!”
With women’s fashion month in its final stretch for the spring/summer 2017 season, we couldn’t help but touch on the topic of the season, see now buy now! For those of you who may not be in the loop, the “see now, buy now” model is as simple as it sounds. Collections are shown on runways in the fashion capitals and are immediately available for sale following the show. As more and more designers (TommyHilfiger, RebeccaMinkoff,Ralph Lauren, AlexanderWangxAdidas,Moschino,Michael Kors, andProenza Schouler to name a few) jump on the bandwagon we wanted to see if this new business model has been successful or whether the hype is all for nothing.
One of the first brands to adopt the model was Burberry. Starting off last February having select pieces such as bags and scarves from their Fall/Winter 2016 collection available online following their show. This time around the brand decided to go full force and have the entire collection available not only in stores, but also on Snapchat, WeChat, Kakao and Facebook Messenger (where the show was live streamed)!
Now let’s talk about Tommy. If you didn’t hear about the Tommy Hilfiger x Gigi Hadid collaboration you must be living under a rock! This season was huge for Tommy… literally. Tommy Hilfiger converted Pier 16 in New York City into a two-day carnival (one day for the runway show, the second day open to the public) and this show TOOK OVER social media!
Standard to most shows during fashion week, Tommy live streamed the coveted show at the “Tommy Pier” located at South Street Seaport in downtown Manhattan and made the collection available for sale immediately following the show. As you can just imagine with the power of technology and social media, the collection was almost completely sold out shortly after it’s debut. So this new see now, buy now model is a success after all?! At least for Tommy it was but here is why. Take an Instagram famous super model, pump up fans for the upcoming event (and that it is open to the public the next day for one day only!!!) build an Instagram-savvy show space (which IRL was amazing, FYI) and design a collection with pieces that are seasonless, affordable, and wearable to the general public and you have the equation to the see now buy now model! Not only was this a success for the Tommy x Gigi collection but this event caused such a boom in sales, that almost all items available on the Tommy Hilfiger website sold out or were left with very limited quantities.
Rebecca Minkoff also took part in the new model, showing her latest collection on the sidewalk outside of her Soho store location making it ever so easy for her guest to shop the collection right after the show. Not only did she make it easy, Minkoff’s collection was worn by both models and influencers on the runway and half of the guest at her show were customers. R.M. also released that the previous season’s see now buy now show generated a 200% increase in sales that month!
Another success story comes from none other than Mr.Wang himself. Alexander Wang surprised guests with his Adidas capsule collection following his show in New York on September 10th with no prior announcement of the collaboration. Following his show, Alexander hosted a festival themed afterparty to celebrate the collection alongside his celebrity-filled guest list. Wang made the collection that isn’t scheduled to hit stores until spring, available in various locations around NYC and other cities in pop-up trucks where fans lined up for hours before the truck even arrived at the location! Are we seeing the pattern here? Affordable, wearable, involve public figures that people look up too and this seems to be how the see now buy now model works, am I right? A new element Wang added to his equation is the element of scarcity. Having the collection available for only a select amount of hours at select locations makes the collection even more desirable than just seeing it on super models!
Now with all these success stories you must be wondering how can this work for everyone? Well it didn’t work so well for a few and it isn’t the right approach for all designers. Look at Tom Ford for example. As we discussed a component necessary to the see now buy now approach is “seasonless” clothing. Ford’s latest collection was what he called “fall/winter 2016” presenting clothing for the colder months ahead including fur coats and turtlenecks, which don’t get me wrong were amazing, but are not what one is looking to wear immediately following the show, on the last few days of summer. Another element to the equation is price. The see now buy now model tests the impulsive behaviour in us all. That being said, we have to be able to justify spending a decent amount of money in that very moment. Unfortunately, a fur coat worth thousands of dollars is simply not everyone’s typical impulsive purchase.
What does this mean for the industry? That we will have to wait and see, as the model has already forced changes in the way things work. For example, buyers now must secretly make their way into showrooms where they view collection months before their runway debuts (and sign non-disclosures, of course) in order for it to be for sale following the brand’s runway show. Not only this, but fashion shows are likely to only become larger and larger! As we learned, the see now buy now equation calls for a large production that the public will rave about! Great job Tommy!
Although this all may seem like a new phenomenon, one brand has mastered this approach and been using this business model for years. Swedish brand H&M! Each year, H&M announces a new designer collaboration that typically has a runway show or presentation hours or just days before the collection is available to the public. The collection is relatively affordable and only available while quantities last! H&M never seems to fail using the see now buy now equation even adding in a few extra components, making it a huge publicity stunt and adding the high-end designer prestige! H&M is set to release their next collaboration this coming November with Paris designer KENZO!