Young-green: The Attack Of Youth On The Titans Of The Fashion World

Young-green: The Attack Of Youth On The Titans Of The Fashion World
Young-green: The Attack Of Youth On The Titans Of The Fashion World

Video: Young-green: The Attack Of Youth On The Titans Of The Fashion World

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"Common sense is not that good," "Nothing matters (that much)," "Tomorrow is now yesterday." No, these are not quotes from a public with aphorisms on VKontakte, but prints created during Gucci's collaboration with Coco Capitan, a 24-year-old Spanish artist and photographer. Daring and naive slogans, as if written with a felt-tip pen, appeared on sweatshirts, bags, T-shirts and coat lining. What do they all mean? “For me, the main offer is - What are we going to do with all this future? - this is a reflection of our time, when no one knows what will happen tomorrow, not least because of the ongoing political changes,”- said Coco in an interview.

More and more brands are collaborating with young artists they find on Instagram. Coco Captain and Gucci also "met". But why do brands make collections with yesterday's social media teens? Why, if Gucci wants to collaborate with artists, the brand has not attracted someone internationally famous, as does Louis Vuitton, whose bags were designed by Jeff Koons, Takashi Murakami and other heavyweights of modern art? As usual, one simple reason cannot be found - you can choose the main one depending on your own views. If you believe that creativity is above all for Michele, you can be content with the version that Alessandro really likes Coco's works and, inviting her to work on the collection together, he just wanted to create a new work of art together with a like-minded person.Here you can think of how Michele's Gucci collections intertwine references to the 17th century, the Baroque and other bygone eras, and decide that working with a contemporary digital artist is the perfect way to dilute references to the past with attention to modernity.

Photo: Gucci press service
Photo: Gucci press service

© Gucci Press Service

If you are of the opinion that corporations control the world, and the main and only thing that luxury fashion houses care about is revenue, then you can remember that each of them employs an army of marketers, and they know that one of the main audiences for any home now - millennials. It is the generation of today's 20-30-year-olds who will very soon have money to buy a luxury suite, and it is necessary to establish communication between them and the brand now. And who can do it better if not an artist who speaks to them in their Instagram language, short texts and cheeky quotes?

Speaking about the collaboration between Gucci and Coco, it is worth remembering the brand's Instagram channel, which regularly hosts large-scale campaigns for collaboration with young talents. Take #TFWGucci, a project in which artists made memes for Gucci (for example, one of the participants explained the displeased face of a woman from a classic portrait with the phrase "When he gave you flowers instead of a Gucci watch"), or #GucciGram, for which artists created works reimagining the brand's classic prints and posting them under the hashtag on Instagram. By going through these examples, we can articulate another reason for collaboration between artists and brands that elegantly unites the first two.

Graffiti with Coco's quote on the wall of a house in New York
Graffiti with Coco's quote on the wall of a house in New York

Graffiti with Coco's quote on the wall of a house in New York © Gucci Press Service

Yes, fashion houses need a connection with future customers, yes, their every step is justified by marketing strategies. But marketing and advertising can be different and, after all, can be art. Collaboration with young authors, self-irony (and there is more than enough of it in Coco Captain's naive slogans and in #TFWGucci memes) and openness to new things are real art and the best way to sit on two chairs: approach millennials and make a really good project.

Let's be honest - creativity and money do not exclude each other. In addition, graffiti with Coco's quotes on the walls of houses in New York and Milan became part of the collaboration: all passers-by can admire them, there is no need to buy a T-shirt for $ 1290 for this.>

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