Designer collaborations with fast fashion brands are nothing new. Target, Topshop, and H&M have all had prestigious names and signature designs on their lower priced garments. It seems like a good idea, having designer duds more accessible to a variety of fashion loving customers. But what about the other way around? What are the benefits of putting a lower priced label (specifically sportswear brands) on a high-end garment? Urban Outfitters is far from high-end but they seemed to start the trend. That basic Champion sweatshirt you had in middle school that cost about $30? It is now retailing for $70 at Urban. It is less the name, more the aesthetic and style that justifies the price. The cool kids are now craving the grungy yet nerdy 90's style that was once just for function and is now ~fashun~. Take it up a few notches with the impossible-to-snatch Louis Vuitton x Supreme capsule collection in 2017 featuring the classic LV logos combined with Supreme's red and iconic Box Logo. In styles geared toward the customer who was BORN in the late 80's and 90's, the steep prices did not make it accessible to the average younger client. Then there is Vetements, which I really do not want to get into because it still is confusing af.
High-fashion seems to have some FOMO because they really want to fit in with the high-street sportswear gang. Just yesterday at Milan Fashion Week, another top designer joined this club. Fendi (you know, like neutrals and furs) featured some pieces for fall with logos inspired by... Fila? I like the sound of it, Fendi x Fila, both starting with an F. But I was confused. First watching the show, I thought it was a straight-up collaboration with the Italian sportswear brand, but after more research, I found that it was featuring the work of artist Hey Reilly, who created the Fendi x Fila bootleg logo. Whether it was a true collaboration or not, Fendi still gave a nod to Fila by appropriating the logo and these two brands are now connected.
At a price point all below $100, Urban Outfitters carries Fila. In fact, I bought the Fila Disruptor sneakers from Sears because they were $40 compared to $70 at Urban. How will the Fendi customer react to a sweatshirt or handbag, priced potentially well over $1000, that is stamped with an accessible brand-inspired logo? My first thoughts say that it cheapens the brand. Fendi is downmarket stretching, but keeping it at upmarket prices. Now after some thought, I can maybe see the reasoning. Fendi has already started to gain popularity. I predicted this earlier because I already bought a few Baguette bags last fall. Logo-mania is definitely back and these two Italian brands both belong to that group. But Fendi wants a Gucci comeback. They want to be hip. They want the trend-obsessed younger customer and they want it to be spread all over social media. When you see the collection, the Fendi x Fila logo did not dominate. Fendi was willing to sacrifice a few kitschy items if it means it would capture the attention of the powerful marketers knows as the Millennials. Whatever Fendi's goal, these logos did add interest to the collection. The usual fur, brown and classic structured silhouettes just got a little more fashion forward.
See the full collection here!