15-January-2018 | 2 mins read
The jury is still out on whether designer collaborations do anything more than just to create massive hype or not. Nevertheless, fashion partnerships have seen a huge rise since their inception in the 80s and especially so in the last few years. Artists, musicians and celebrities have all hopped on the creative collaboration cart.
For brands, it is a great way to capture a whole new audience from their new partner and for the collaborator, it exposes them to a different and perhaps much bigger audience while making a big chunk of money at the same time. These two-way collections are notorious for being sold out within weeks and sometimes even before their in-store launch.
In 2017, the number of these collaborations simply skyrocketed. Target roped in Victoria Beckham for an affordable collection of understated basics that sold like hot cakes; Fashion’s favourite pop star Pharell Williams designed a tennis collection for Adidas; Virgil Abloh of street wear luxury brand Off-White created ten denim pieces for Levi’s; Fenty Puma by Rihanna unveiled an X Games-inspired streetwear collection in New York and Japanese clothier Uniqlo got the help of J.W.Anderson for an affordable collection in a true high-low fashion mix.
While all of these were immensely successful partnerships, there were some collections this year that will go down in history as some of the most memorable link-ups of all time.
Swipe through the above gallery for a list of the Top 10 most iconic fashion collaborations of 2017.