How Fashion Collaborations Work

In today's video Finn discusses what goes on behind the scenes at major brands when it comes to fashion collaborations. We talk about everything from the business deals between brands when they collaborate to the terms of some of the contracts. The nature of fashion collaborations has radically evolved in the last twenty years. Purely, its essence is still intact: create a dialogue with the present times with the best possible partner. Under uncertainty, are we better together than alone? Everybody who is anybody has done a fashion collaboration. That is a fact and a mantra inside the fashion industry. No matter the market segment or the size of the company, everybody is now allowed to collaborate. That spirit of joint work was not very common decades ago due to politics of secrecy, competitiveness, and design as a valuable asset that was not supposed to be shared. In today’s market, “no man is an island”, globalization and technology continually work under a convoluted roadmap, where the cooperation of fashion players is mandatory to survive. In 1999, Target broke the mold along with the Architect Michael Graves introducing its first designer line of products. Isaac Mizrahi, Philippe Starck, Proenza Schouler, and Rodarte are part of the group of designers that have collaborated with the mass-market store over the years. Marc Jacobs introduced the global contemporary art scene in 2001 at Louis Vuitton (a century-old luggage luxury brand that once was the temple