TRENDING
CO-BRANDING
1+1>2
2022 APRIL ISSUE
IN-Design | Brand Intelligence Bureau
UNIQLO, a co-branded company, launched a joint underwear work with Japanese independent
designer Maiko Kurogouchi.
This is an in-depth cooperation between a fast fashion brand and a brand that pays attention to details and traditional craftsmanship. The entire series shows a very Japanese Zen style.
Feel the natural shape of the body with neat tailoring, and use AIRism breathable fabric to describe the relationship between the body and the fabric. There is no redundant design on all the clothes, but the agility of the body and the delicate fabrics are unobstructed.
The works of this series emphasize the design concept of “comfortable life”. The designer deliberately highlights the exposed way of wearing underwear in an attempt to break the traditional meaning of underwear. With the simple and generous design, women not only can meet the needs of
underwear, but also can provide a new choice for women to wear inner clothes.
Nowadays, all kinds of joint cooperation have emerged among various industries. What can these joint names bring to the brands?
Uniqlo x Mame Kurogouchi 2021 Spring/Summer Collection
Courtesy of YouTube Video by UNIQLO | Jun 6, 2021 | 0:45
2022 SPRING/SUMMER HANA TAJIMA FOR UNIQLO
Courtesy of YouTube Video by UNIQLO | Apr 3, 2022 | 0:30
Uniform Blue x FIN Crafted Goods - The Craft of Indigo
Courtesy of YouTube Video by UNIQLO | Feb 16, 2022 | 0:57
01
Style collision
Skims X Fendi
On October 25th, Kim Kardashian shared a blockbuster news on social media that her personal underwear brand will join hands with the classic luxury brand Fendi to stage a dream linkage.
As for Kardashian’s ability to carry goods, it is obvious to all. A single introduction tweet has received 20,000+ comments. One can imagine how hot the scene will be when it is officially
released on November 9th!
Using the logos of the two brands as creative elements, the two logos are re-arranged and applied to clothing, announcing the combination of the two brands to the public in a simple and clear way.
The redesigned logo may be displayed in a tiled manner, or appear on the clothing as a separate pattern, to satisfy different consumers’ choices of patterns and styles at the same time.
FENDI x SKIMS
Courtesy of YouTube Video by SKIMS | Nov 8, 2021 | 0:19
Victoria’s Secret X Stella McCartney
This is not only a care for women, but also an important action to help Victoria’s Secret to transform. The template for guiding women to exude sexiness no longer exists. Now there is only the new Victoria’s Secret who encourages women to care and love themselves.
The cooperation between brands not only can enhance their own value, but also bring new blood to the cooperative brands.
Victoria’s Secret & Stella McCartney
Launch Initiative for Breast Cancer Awareness Month
Courtesy of YouTube Video by Victoria’s Secret | Oct 1, 2021 | 0:41
02
Professional Assignment
Shock Absorbr X Champion
Since its establishment in 1995, Shock Absorber has been committed to the research and development of women’s sports bras. It designs matching sports underwear for different intensities of sports, and truly achieves “size subdivision and suspension level subdivision.”
Champion, on the other hand, controls the quality of clothing, and only produces the best quality sports equipment for athletes.
Experts in these two professional sports fields, uphold the exploration of multiple cultures, and integrate a variety of sports elements to create products with coexistence of quality and performance.
Tezenis X Kappa
When sports fashion is becoming more and more mature, choosing a comfortable and beautiful sports underwear seems to have become the standard for fashionistas. Sports brand Kappa and professional underwear brand Tezenis collaborated again this year to launch a joint capsule series.
The sports bras of the Kappa x Tezenis series are designed to allow us to exercise comfortably by providing proper support.
They have created a variety of styles, from triangle cup styles with unlined and ribbed fabric underwires to styles with padded cups to meet the needs of all kinds of people.
The lustrous satin microfiber has also become one of the main hits of this season. The retro and comfortable rib fabric also gained a number of fans.
The familiar Kappa logo alternates between the shoulder straps and the edges of the underwear. Combined with the design of the bra, they also launched a corresponding underwear series.
While meeting people’s needs in sports, it also provides them with more fashion choices.
03
Cross-border Cooperation
YOOX X LES GIRLS LES BOYS
As the world’s largest luxury e-commerce company, YOOX launched a collaboration series with the British genderless brand Les Girls Les Boys in October.
The entire series includes organic sweatshirts, T-shirts and underwear, with product sizes ranging from XS to XXL, showing the inclusiveness and diversity between brands.
There is no excessive design, only the zipper and rib fabric on the chest are used to show the comfort and freedom the brand pursues.
Use the softness of the fabric and the genderless concept to tell the brand’s tolerance and understanding of the complex relationship between human nature.
Manner X NEIWAI
In April of this year, NEIWAI launched a new spring and summer girl series with the theme of “City Exploration”, and cooperated with Manner Coffee to launch the MANNER X NEIWAI special interior and exterior series, bringing matcha latte, the Wizard of Oz and other fresh spring drinks.
From underwear to drinks, the collaboration between two seemingly unrelated brands reveals the same brand vision behind them—showing the comfort and ease of life.
In order to cooperate with the promotion, NEIWAI specially invited Manner’s baristas to wear their own products, showing the inside and outside of the true self in life and work.
This wave of NEIWAI operations has made a lot of gimmicks. Through the cooperation with Manner, the brand’s pursuit of romance and poetry has been highlighted with mellow and warm coffee. Combining taste, smell and touch to show the most comfortable life state, let people once again refresh their understanding of the brand.
The cooperation between cross-border brands will undoubtedly bring fierce collisions with each other, and the sparks scattered around will bring new value and energy to the brand, and make the brand go further.
At the moment, brand co-branding design has become an important way for brands to enhance their competitiveness and build popularity. In the cooperation of brands, diversity and inclusiveness
are at a glance.
Facing the fast-growing fashion industry and the consumer groups in the new era, attractive co-branding will greatly enhance the brand’s marketing capabilities, but on the contrary it will also bring unnecessary trouble. But behind this, whether it is the phased success of using different joint cooperation to create selling points, or the continuous in-depth cooperation, it seems to tell people that
1+1 is greater than 2.
Reference materials:
https://www.uniqlo.com/mamekurogouchi/21ss/us/en/article/01/
https://www.fendiskims.com
https://hypebae.com/2021/10/kiko-kostadinov-womenswear-fall-winter-campaign-knitwear-outerwear-laura-deanna-fanning-release
https://www.shockabsorber.co.uk/
https://milled.com/tezenis-ie/new-in-kappa-x-tezenis-kVQCGR46E694mSFG
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Planning | IAJ & STEAMDesign
Edit | Two vertical six horizontal
Reviewer | lola
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