THE PERFECT FORMULA: “A x B”

THE PERFECT FORMULA: “A x B”

ALARA ALPAY

In recent years, the number of brand collaborations in the fashion industry has increased significantly, from sportswear brands to luxury brands, from fast clothing brands to artists; brands and people from all sectors now offer their creativity and products to the whole world through collaborations.

But is the only reason behind these collaborations is to reach more customers who will buy their products?

In 2016,  when Apple released the Nike Watch, financial profits was not the only motif behind it, although the profits of this collaboration were not an amount to be underestimated. It is usually assumed that the main goal of such collaborations is to ‘make a lot of money’. However, Apple and Nike are one of the most successful brands in their respective industries.

And just like IKEA’s collaboration with Off White, cross-sector collaborations have become quite intriguing and remarkable.

The Off-White x IKEA ‘MARKERAD’ collection, released in 2019, was liked by many, but at the same time, the partnership of these two unrelated brands surprised many. This collaboration was certainly unexpected and unusual, if not perhaps a Ford x Tinder; but the goal was far more than financial gain. Off-White’s collaborations with not just IKEA but also Lego, Evian, Umbro, Timberland and Nike, led Virgil Abloh to move his reputation and name further from the world of luxury fashion and to be recognized not only in the fashion community, but by very different audiences. As everyone knows, Off-White didn’t need the IKEA customer to gain more profit, just like IKEA didn’t need the Off-White customer as well…

Brands that work and produce together manage to expand their audience, appeal to more people, and get a better chance to show their creativity and vision with the products they create. Nike Air Jordan, which until recently belonged to street fashion, has now become one of the indispensable parts of luxury clothing, something Nike has achieved through its collaborations. Through partnerships with first Supreme, Dior and many more, Air Jordan has become an irreplaceable part of luxury clothing. The classic Air Jordan model carrying the Dior emblem, has been among the favorites of Hollywood’s most famous names, such as Travis Scott and Kylie Jenner!

Now, almost every day we encounter news of a new collaboration, and when we see the ‘x’ between the two brands, we are filled with curiosity, we are involuntarily excited when we look through what brands have accomplished together. So why has the “x” taken over the world?

The fact that luxury brands collaborate with more accessible brands is actually a strategy created in accordance with Gen Z’s shopping habits. Unlike other generations, this generation, which did not idealize a ”perfect and luxurious” life, changed its outlook on luxury through collaborations and began to turn to luxury products that appealed to their own characters and hobbies. In other words, luxury brands that want to promote themselves, expand and reach more people understand that the path to the heart of Gen Z is through collaborations, and they manage to quickly adapt to this reality…

We look forward to new collaborations, whatever strategy these collaborations are part of!

CAN FASHION REVERSE AGE WITH TIKTOK?

CAN FASHION REVERSE AGE WITH TIKTOK?

DENIZ AKKAYA

Whether you are a Tiktok user or not, it is unlikely that you have never seen the app and its videos, because it is literally impossible to escape from this app!

Although the app is mostly associated with Gen Z, its impact on the fashion industry has also become undeniable. Style icons such as Bella Hadid are sharing their entertaining content and luxury brands like Saint Laurent and Louis Vuitton broadcast their fashion shows live on TikTok; Designers, models and other talents are discovered through the creative videos they post! 

Although TikTok stands out for its creative, comfortable content, TikTok users have seen very suddenly how effective having a following can be in climbing the career ladder. Wisdom Kaye, a user who creates styling content at TikTok, gained more than 4 million followers in 1 year and signed a contract with IMG Models last year; now he works with brands such as Balmain and Dior!

@wisdm8

this would actually be happening rn if it wasn’t for ‘rona🤧😞 (ib: @evelilythrifts) #gucci #rickowens #saintlaurent #prada

♬ Originalton – A$hanti

Thanks to Instagram, influencers are not an unfamiliar concept for fashion brands, but a fairly new space for TikTok users. Fashion at TikTok goes beyond clothes and translates into creative expression. Although TikTok is known for being a fun platform, it also serves as a whole new way for the fashion industry to showcase their art and personalities.

Tiktok announced that the fashion show live broadcasts received more than 3 million views in September. IMG Models, one of the largest model agencies in the world, stated that they are looking more and more at the app in search of a new face. Kennedy Jardine de Wisdom Kaye is just one of the models discovered through the app … So it’s clear that the industry creates its future through an app!

Even designers busy growing their latest collections have begun to create time to share the process at TikTok. People really want to learn more about fashion and the fashion industry. Designers such as Jacquemus creative director Simon Porte and Olivier Rousteing of Balmanin are among the most active users of the app. Using the app skillfully, Rousteing both showcases the brand’s latest designs and shares his sketch work with the team, a day at the office and a home work out! JW Anderson also posted a tutorial video on the app on how to knit Harry Styles ‘ patchwork cardigan, which went viral. The result: patchwork videos now have 22.3 million views!

@jw_anderson

Making the JW Anderson Patchwork Cardigan is easy with our step-by-step video. Stay tuned for part 2 coming tomorrow. #fyp #ukfashion

♬ original sound – JW Anderson
@jw_anderson

The colourblock cardigan has been on an incredible journey this year, all because of you! #harrystylescardigan #jwanderson

♬ original sound – JW Anderson

TikTok has become a place where businesses are born, as well as ensuring the growth of brands when used correctly. Sustainable fashion brands in particular are gaining popularity on TikTok. The hashtags #upcycling and #vintage have a total of 10 billion views, and the popularity of these hashtags illustrates Gen Z’s obsession with sustainable and reformed clothing.

https://www.tiktok.com/@ariellesidney_/video/6918094794115927301?is_copy_url=1&is_from_webapp=v2
@natashahmedx

landscape graphic knitwear !!!!! #fyp

♬ Lady x West Ten – switchdisco

Are you surprised by the return of Y2K fashion this year? We should all thank TikTok for that. This year, users on the app literally fell in love with 2000s fashion. According to TikTok, the hashtag #Y2KFashion has more than 58 million views. This unexpected popularity has had an earthquake effect in mainstream fashion: in the 2000s, brands such as Juicy Couture and Von Dutch, rose from the ashes and relaunched on popular demand.

We’re seeing a growing appetite for styling and fashion content on TikTok and videos about how users incorporate trends into their wardrobes. While digital presentations, which replaced physical shows, went beyond expectations; Can TikTok transcend its potential and turn into a platform where trends are formed, not included? Can viral fashion trends exist in 2021 and in a world without Covid-19 with the same popularity? We’ll have to wait and see. 😊

UYGHUR CAMPS: WHERE SLAVERY AND FAST FASHION MEETS

UYGHUR CAMPS: WHERE SLAVERY AND FAST FASHION MEETS

DENIZ AKKAYA

Who made my clothes?

According to the coalition consisting of more than 180 human rights group, majority of the biggest fast fashion brands and retailers violate human rights by forcing millions of Uyghur people to work in Xinjiang region of northwest China. Persecutions including torture, splitting families and mandatory sterilization of Uyghur women towards the Uyghur population finally drew the attention of the world. Mass discrimination and oppression of millions of Uighurs by the Chinese government fits the UN definition of genocide. So, what does the fashion industry have to do with this?

The answer is fast fashion apparently. The report published by the Coalition to End the Forced Labour Force in the Uyghur Region in July 2020 brought the ongoing genocide to the international agenda and is what links this whole issue to the fashion industry. So, what did the coalition find? They found that many of the world’s largest fashion brands and suppliers have a huge share of human rights violations committed on Uyghurs. Despite these abuses, the coalition of human rights groups suggested that the world’s leading clothing brands are still using threads from prison camps in Xinjiang. In these camps, prisoners of 1.8 million Uighurs, other Turkic and Muslim people collect cotton and produce yarn through extensive state-sponsored surveillance and forced labour system. Slavery and persecution camps, called “re-education camps” in Xinjiang, are described as the biggest genocide of an ethnic and religious minority since the World War II.

 China, the world’s largest cotton producer, produces 84% ​​of its cotton in the Xinjiang region. One in five cotton products sold worldwide is tainted by slave labour and human rights violations in Xinjiang. This is how this genocide is hiding in the global fashion chain. The Coalition’s report includes brands such as Gap, Adidas, Tommy Hilfiger, Calvin Klein, H&M, Nike, Uniqlo and Zara among the brands that supply their cotton and yarns from Xinjiang. What do you think fashion brands did in response to the emergence of this uncomfortable reality? PVH Corporation, owner of Calvin Klein and Tommy Hilfiger, H&M and Ikea said they will stop buying cotton from Xinjiang. Uniqlo said no products were produced in the region, while Muji said they will continue to supply cotton yarn from the area, but they are unaware of the slave labour claims.

Looking at the big picture: we see an inhumane example of how the fashion industry and the world can ignore a genocide for economic interests, by being involved in such crimes. This is true for every industry, not just fashion. Capitalism and globalization fuel these industries to commit these crimes and make them invisible. The knowledge that everything we consume can never be ethical is depressing, yes. But if that serves as our biggest reason for demanding systemic change, then we can make a change. Seeing that the system is flawed is the first step: it is time for other people to see it.