The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Supreme’s collection of looks featuring archival prints from Italian luxury brand Emilio Pucci is set to be released this week, the streetwear giant said.
The spring drop, which confirmed recent reports of an impending collaboration on streetwear blogs, will be sold by Supreme in stores and online, while Pucci will only sell the collection via e-commerce.
The move comes as LVMH-owned Pucci tries to relaunch with a new creative direction and a clearer focus on resort wear and selling in vacation destinations. The brand, which hasn’t had a creative director since 2017, has lined up a series of partnerships with outside designers to generate buzz, as well as hiring a new in-house team.
After collaborations with small designers like Koché and Tomo Koizumi, the tie-up with Supreme will see the Florence-based label test its strategy with a major brand.
Supreme’s large and obsessive base of fans, who are often willing to stand in line for hours or pay steep markups for limited-edition items on the secondary market, have made it the most sought-after brand for collaborations, especially following the runaway success of its one-off collection with Louis Vuitton in 2017.
Supreme is currently trying to maintain its exclusive image and sway over streetwear fans while adding new stores and growing sales. North Face-owner VF Corporation bought Supreme last year for $2.1 billion.
While the campaign doesn’t yet feature products designed by Lee, the release signals Burberry is getting a complete creative overhaul under the stewardship of Yorkshire-born designer and new CEO Jonathan Akeroyd.
The outerwear giant’s London Fashion Week outing will also showcase new collaborations with Adidas, Alicia Keys and Pharrell Williams in a bid to broaden the initiative’s reach.
New York’s schedule is short on surprises as brands play it safe in an uncertain economy. Plus, what else to watch for this week.
This week, Ssense said it laid off 138 workers, and MatchesFashion received a $73 million cash injection from its shareholder. From more niche players to giants like Farfetch, the pressure remains high for luxury e-tailers.