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Faced with the rise of ultra-fast fashion and its ever-lower-priced clothing, historic brands like Zara, Mango and H&M are reviewing their copy. The aim: not to lose their appeal.
Sequined mini-dress, satin suit jacket, silk ensemble… For Zara, Kate Moss recreated her iconic wardrobe from the 90s. A fashion event that caused a stir. Just like the capsule collection created in collaboration with Stefano Pilati, former artistic director of Saint Laurent and Miu Miu that the Spanish brand launched shortly before. At the same time, H&M reissued the most iconic pieces from its twenty years of collaborations with the biggest names in luxury. And Mango caused a sensation with a line designed hand in hand with Victoria Beckham, the popess of English minimalist luxury… While these collaborations between these giants of fast fashion and luxury are not new – the first having been launched in 2004 by H&M and Karl Lagerfeld – they have multiplied and strengthened in recent years. This new positioning also involves completely redesigned stores. From now on, at Zara, the customer experience takes place in more minimalist and conceptual spaces. The pop-up store is evidence of this
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