What's Behind The Gucci X The North Face Collaboration

What's Behind The Gucci X The North Face Collaboration
What's Behind The Gucci X The North Face Collaboration

Video: What's Behind The Gucci X The North Face Collaboration

Video: Коллекция Gucci x The North Face, как купить, сколько стоит, где продается, пуховики куртки от Гуччи 2022, December
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The advertising campaign for the joint collection of Gucci and The North Face was filmed in the Alps to show all the benefits of the designed clothing, shoes and accessories. In the 70s-style footage (that's when The North Face began to conquer the hearts and pockets of those who lead an active lifestyle), jackets act as sleeping bags, overalls become equipment for kayaking, and boots help climb mountains through waterfalls and mud. At the same time, things look really fashionable: voluminous down jackets have neon colors, roomy backpacks have a floral print, and you want to wear hats even without your mother's persuasion.

Gucci X The North Face Collaboration
Gucci X The North Face Collaboration

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One of the first to benefit from the merger with fashion brands was the Italian outdoor clothing manufacturer Moncler. In 2018, he launched the Genius project, in which he invited designers Valentino, Simone Rocha, Palm Angels, Craig Green and even the brand of clothing for dogs Poldo Dog Couture (the list is updated annually) to present their vision of winter jackets. Moncler has promised to share the secrets of how to make them functional: Since its founding in 1952, the brand has managed to find suppliers of technological materials and hone its skills in gluing seams, installing an assault bar and erecting a deep helmet-shaped hood. Incompetence in these matters and the great cost of a mistake is precisely what prevents fashion brands from making functional outerwear themselves.

If luxury collaborations of this kind help to improve the technological properties of their jackets and thereby justify their often inflated cost, then outdoor brands are striving to change the image of themselves and please not only climbers, snowboarders and hikers. Moncler, who has been trying to flirt with fashion for a long time, has finally succeeded in this: six months after the debut of the Genius project in a down jacket designed by the brand with Pierpaolo Piccioli of Valentino, Fantastic Beasts star Ezra Miller appeared on the red carpet.

According to statistics from platform Lyst, which analyzes user searches, this led to a 54% increase in Moncler mentions on social media. In the fourth quarter of 2018, the Italian outerwear maker was ranked fourth in the ranking of the most popular brands, behind only Balenciaga, Off-White and Gucci, and according to an internal report, its revenue increased by 22% compared to 2017.

At the same time, the financial performance of another manufacturer of high-tech outerwear, Canada Goose, was growing: by the end of 2018, the company's revenue increased by 46.4% and amounted to 591.2 million Canadian dollars. However, Vogue Business connects the rapid development of the company in 2018 not with the fact that it launched a collaboration with the Japanese brand Junya Watanabe and entered the promising Asian market, but with the fact that people began to minimize the consumption of any product and now they prefer one, albeit expensive, but high-quality down jacket over several cheap and short-lived ones. “Audiences love to spend a lot of money on a jacket, in part because it's a promising investment,” Jessica Harman, an employee of trend forecasting company WGSN, quoted the publication.

Y / Project X Canada Goose Collaboration
Y / Project X Canada Goose Collaboration

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In the case of cooperation between outdoor and luxury, the price of jackets is doubled on average. For example, the iconic The North Face Nuptse down jacket made of waterproof ripstop with insulation in the form of selected goose down costs 20 440 rubles in the official online store of the brand, and for the down jacket from the current collaboration of The North Face and MM6 Maison Margiela, created on the basis of Nuptse and having with the same properties, in TSUM they ask for 82 850 rubles. The fact is that MM6 has given the classic models of The North Face avant-garde shapes and details that you will not see in a climber's outfit (in particular, zippered sleeves that turn a jacket into a cape), and also that collaborations are available in limited quantities and unite the owners of things into a kind of club of like-minded people.

Collaboration MM6 X The North Face
Collaboration MM6 X The North Face

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In addition, the buyer pays for the brand, the name of which, of course, is indicated in the most prominent place of the jacket - on the chest or shoulder. Although sometimes the brand print speaks for him. For example, one side of the reversible windbreaker from the joint collection of the Italian brand Fendi and the creator of the waterproof outerwear K-Way is decorated with the Fendi Zucca print, which became the most popular in 2019 according to Lyst. There is a jacket from the collaboration 11 times more than a similar mono-brand one - 120,213 rubles. against RUB 10,592

The increasing collaborations of fashion brands with outerwear manufacturers (for example, in TSUM you can now find the results of Y / Project's collaboration with Canada Goose and Rick Owens with Moncler, and next year items from the joint collection of Jil Sander + and Arc'teryx will go on sale). and the fact that the latter are experiencing a decline in sales due to global warming and the pandemic crisis. Due to the closure of borders, people cannot get to ski resorts, but they do not cease to maintain an active lifestyle in urban conditions, which do not always please with good weather. Outdoor brand technology that protects against cold, wind and moisture, and versatile design from fashion week residents come in handy here.

Rick Owens X Moncler Collaboration
Rick Owens X Moncler Collaboration

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Although experts say that this is not enough. “Despite skilful promotion of more high-tech clothing, luxury brands continue to lag behind on sustainability,” writes Vogue Business. "Moncler loudly claims it uses recycled materials for its labels and paper bags, but the bulk of the brand's products relies heavily on nylon, which is problematic to recycle."

Perhaps the market situation can be changed by the cooperation between Gucci and The North Face, which is precisely based on the principles of caring for the environment. Some of the items in the collection, which will go on sale at Gucci Pin in TsUM on January 11, are made from econil, a reclaimed nylon made from fishing nets, carpets and other waste, while the boxes, anthers and garment carriers have been designed, according to partners. so as to reduce the environmental impact at every stage of production.>

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