How it started

Caroline’s Couture first debuted at the Cannes Film Festival in 2023 with an impressive collection of 50 pieces and was modelled by the likes of Naomi Campbell, Eva Herzigova and Natalia Vodianova.

If you’re wondering, why fashion? Ms Scheufele has a good answer for you.

Normally, she explains, clothes from high fashion brands like Elie Saab, Dolce & Gabbana, Zuhair Murad and others were used to showcase Chopard’s Red Carpet high jewellery line during the Cannes Festival of which the jewellery brand is a sponsor. “But these dresses are often already full of precious ornaments, where the jewels are drowned out. So I started to imagine models that were less rich in the upper part and with just the right necklines to better show off my adornments,” she says.

Teaming up with Maximiliano Modesti who has been developing embroidery workshops in India including the Kalhath Institute in Lucknow, North India, which is where all of Caroline’s Couture embroidery is crafted, and, working with Fridtjov Linde as Design Director, Caroline brought her dream to life.

And to instant acclaim. “The day after the first show, a queue began to form around the models that had remained on display in the showroom, where we were presenting our Red Carpet jewellery collection. We were totally overwhelmed! It didn’t take long for the first orders to come in.” A few months after, Saks opened a dedicated pop-up for the collection in Palm Beach, bringing “us a new clientele who didn’t even know about Chopard.”

Where Caroline’s Couture is now

It’s been a year since the premier Caroline’s Couture show and Ms Scheufele is back with a slightly larger collection of 77 pieces, including a few men’s silhouettes that are slated to make their runway appearance on May 21. She has also expanded her team of creatives to include milliner Philip Treacy who will create six hats and Parisian fashion house Cifonelli who is handling the menswear with five dinner jacket silhouettes embroidered with rhinestones.

And the pieces are not just about showcasing the Maison’s jewellery and accessories in the best light. They are also a reflection of the Swiss brand’s savoir-faire in the world of haute joaillerie. For example, a long strapless sheath in aqua green is entirely embroidered with flowers and tiny stones. And there is a black suit completely covered in black sequins in a hearts motif emblematic of Chopard jewellery.

Most of the fabrics are developed exclusively for Chopard by the Comes Gentili Mosconi silk manufacturer, while the tweed is supplied by the Reggiani wool manufacturer in Piedmont. The shoes, on the other hand, are courtesy of Casadei.

Caroline is confident that the success of her fashion collection last year isn’t just beginner’s luck, as this second edition will prove. And what’s behind her confidence? Well, the fact that it appears that she has done her homework and knows who her target audience is. In her own words, pivoting to haute couture, for Chopard, “ is good business … If we stay small, it can be profitable. There’s a market for it, especially in the Middle East and India.”

So, will Caroline’s Couture by Chopard succeed where most brands have failed? From all indications, it appears that it is on the right path, and maybe other luxury brands looking to pivot can borrow points from its playbook.

The post Caroline’s Couture V2.0: Chopard is Now a full-blown Fashion Brand first appeared on Aspire Luxury Magazine.

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Hyper personalisation and exclusivity in luxury travel

First-class cabins used to be considered the pinnacle of luxury travel, but all that changed when airlines started offering points and rewards to frequent flyers, and the exclusivity it once promised all but vanished. Private jets quickly filled that position and became the better option for wealthy passengers seeking relative comfort and privacy.

With sustainability at the top of everyone’s minds today, affluent travellers are returning to commercial airlines. But not necessarily to first-class cabins. These are now almost non-existent and have been replaced by premium accommodations and upgraded business-class spaces that offer better privacy, more ‘à la carte’ options and increased comfort thanks to newer technologies. For example, Etihad’s exclusive Residence and Emirates’ private suites, both of which employ the latest tech and trends to enable passengers personalise their cabins however way they feel best.

Per Deloitte, travelling via a superyacht is the most preferred means of transport for the very rich because of the exclusivity it offers, in addition of course to other benefits which include “high-end interior design to bespoke onboard services and amenities … [that allow the rich unfettered access to] the highest form of privacy and personalisation.”

Hyper-personalisation and exclusivity in the hospitality and tourism industries

The hospitality industry has been rather quick to embrace the concept of hyper-personalisation, offering distinct solutions ranging from targeted messages aimed at different customer segments to incorporating novel tech that allows guests to customise their rooms to their tastes. Some hotels and resorts even suggest local and authentic activities and attractions via a dedicated app; others include special requests from guests, like getting a particular chef to provide meals throughout their stay.

But for the very affluent, even this is not enough.

It is not enough to sleep on the most exquisite bed surrounded by the finest luxury amenities. High-end wellness packages, designed to improve everything health-wise from sleep to mindfulness are the new normal.

It is not enough to enjoy the finest local cuisine: cooking classes from Michelin-starred chefs; wine pairings featuring unique ‘boissons’ from small, domestic chateaux; and bespoke culinary experiences tailored to each guest’s individual needs are now on the menu for the ultra-rich.

Family vacations may still be in, but for affluent travellers, multi-generational travel or large-group vacations with loved ones are on the rise, leading to an increased demand for exclusive, fully-staffed villas and hotels, private residences, bespoke camps, and, standalone suites. Large group travel also means an uptick in the demand for exclusive yacht charters and private jets.

And what do you give to an experienced traveller who has been to almost every country in the world? Perhaps a private safari and a chance to have a one-on-one encounter with the animals; or trekking the iconic Inca Trail to Machu Picchu with a dedicated guide, or even camping and experiential expeditions in Antarctica are in order.

Hyper-personalised and exclusive luxury services

As the ultra-rich engage in a race against time to balance all the aspects of their very busy lives, getting their hands on limited-edition products, highly-coveted-yet-restricted luxury goods or even putting together the itinerary of a different kind of trip is a mission-impossible task.

Enter the specialists experienced in solving this challenge.

In the luxury beauty and fashion world, these specialists have chosen to be known as Fashion Sourcers, per Vogue. Fashion sourcers are upgraded personal shoppers who ‘offer a fresh, hyper-personalised retail model for luxury’s top spenders … providing almost 24-hour, one-stop-shop luxury retail, with virtually no limits, all via Whatsapp or Instagram DM.’

When the affluent need a Birkin 35 in ebene Barenia calfskin leather and palladium hardware, instead of suing Hermès when they cannot get their hands on one, they simply engage the services of a trusted fashion sourcer who is sure to get one from their vast network of connections globally.

A bespoke luxury travel specialist provides an equally sought-after service in the travel and hospitality industry. Like every other person, the very rich have their quirks, and even more so since they have the funds to make them happen. But not even they can put together a ridiculously unusual vacation on their own; for example, go on a holiday modelled after a particular action movie and get the same cinematographer who worked on the film to cover your trip and produce a video just like the movie.

While there is an increased clamour from aspirationals and outsiders to democratise luxury, stakeholders who truly understand that this can never be the case are creating more barriers to entry, making modern-day luxury more exclusive and hyper-personalised than ever before.

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Certainly not, because the 20th century is well, a whole century ago. But, luxury fashion appears to be edging towards the brink of yet another set of novel trends, and the possibilities peaking out from its depths hold the promise of truly exciting times ahead.

Marrying luxury fashion with visual arts and culture: On The Wings of Hermès and Goddess Awakened

Public fashion shows may no longer be considered groundbreaking, but putting up an art show where fashion and performance fuse synergistically is certainly a novel and interesting concept.

On Friday, July 17, Hermès welcomed select guests to On The Wings of Hermès, a cinematic performance that ran from the 15th to the 23rd of July at The Barker Hangar in California. Performing on stage for the first time was a chorus of singing Kelly Bags, pairs of dancing interlacing gloves, scarves and lipsticks from the French house.

According to Pierre-Alexis Dumas, Hermès Artistic Director, “[On The Wings of Hermès] metaphorically illustrates the lightness that is omnipresent at Hermès: in the delicate hands of our craftsmen sewing with two needles at once; in the elegance of materials, and in the subtle notes of a perfume. It is an experience which sparks the imagination, designed by artisans of dreams.”

For Nike however, incorporating art into fashion was less about illustrating the versatility of the products and the skills that bring them to life, and more about showcasing why the products exist in the first place – for the athletes and the people who embody the ethos of the American brand.

Goddess Awakened, Nike’s immersive show which took place at the end of the Haute Couture week in Paris, focused on amplifying sportswomen’s achievements with the help of over 30 Nike partners and athletes. Performers, dressed in existing and yet-to-be-released merch from the brand held the audience’s attention while also subtly drawing their gaze to the products themselves. Athletes Ibtihaj Mohammed and Scout Bassey also made an appearance, cementing the notion that Nike is committed to being a reliable partner in women’s success stories and not just a mere high-end sports apparel brand.

As Nike and Hermès have proven, it is no longer enough for luxury brands to dress up models for a short strut down the walkway. Creatively immersing the audience into how their products are beneficial in real life just might be the 21st century’s version of a fashion show.

Finding new uses for existing luxury items: the Rihanna timepiece necklace and Beyoncé’s Tiffany & Co mesh gown

It is perhaps a wonder that timepieces have managed to remain in existence, in spite of newer technologies that have rendered their primary functions obsolete. Watchmakers like Tag Heuer and Bulgari are elevating these wrist accessories to tech and jewellery pieces that do more than tell the time or calculate speed to keep up with modern needs, but even these might not be enough to keep them on wrists in a new millennium.

Jacob&Co thinks so too, but the American jewellery house, known for its very complicated, non-traditional designs, does not seem to think that this would mean they would be discarded, but more like they would be worn on other body parts. Which is why when Rihanna approached them with the novel concept of designing a timepiece for her neck, founder Jacob Arabo was quick to say yes and sit with the singer to choose an appropriate piece for the purpose.

In the end, they settled for an 18-karat-gold Flying Tourbillon, set with 339 baguette diamonds, on a custom alligator-embossed calfskin strap and powered by a hand-wound movement and 42-hour power reserve.

Perhaps, it was easier for Jacob&Co to transform a timepiece into a neckwear, seeing as they are a jewellery brand, but how does the latter transform into making high-end garments? Tiffany & Co offers a clue, with their custom-designed Elsa Peretti gown for Beyoncé’s ongoing tour.  The garment – which took 200 hours to make, and was created from 150 feet of mesh ribbon woven with 300,000 rings through the mesh, side panels and shoulders – stole the show just as much as her performance.

Luxury fashion is clearly changing, with different items taking on new forms. It is interesting to see what the next re-imagined trend would be: purses that double as time and wrist pieces? Or perhaps footwear that also work as navigators?

The post Luxury Fashion is Finding New and Exciting Expressions first appeared on Aspire Luxury Magazine.

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The primary source of colours in jewellery is gemstones, but unless you’re glueing them on top of each other or somehow stringing them along, there has to be some form of metal included in the piece. This is where metals like palladium, gold, silver, platinum, titanium and tungsten come in. Combining them with gemstones like diamonds, amethyst, tanzanite, emeralds and malachite to create fine jewellery pieces that do not look tacky is a highly skilled art, one that Bulgari has clearly perfected over the years.

Bulgari, like many other premium jewellery houses, started to really use colourful gemstones in the 1950s. However, it was a late entrant into this trend, considering the fact that Maisons like Cartier had already started experimenting with coloured high jewellery pieces in the 1920s which was when it debuted its signature ‘Tutti Frutti’ style. At around the time it started employing coloured stones in its designs, Bulgari perfected and launched its unique cabochon cut. This signature cut allowed it to render the gemstone fully smooth and curved, resembling one half of a ball or oval, a style that brings to mind the stately domes that mark Rome’s skyline.

The colours in Bulgari’s high jewellery collections come from gemstones such as emeralds, rubies and sapphires, and also from lesser-known but just as intriguing stones such as rubellites, chalcedony and Paraiba tourmalines. However, emerald appears to be the stone most associated with the brand, with celebrities like Elizabeth Taylor making pieces constructed with this particular gemstone popular.

Bulgari’s magic with emeralds was even captured in a documentary. Titled Inside the Dream, the movie charts the entire journey of how the Magnifica Hypnotic Emerald necklace was created — from the beginning when it was a sketch to the end when actress Zendaya wore it to the premiere of Dune at the 2021 Venice International Film Festival. Part of the Magnifica high jewellery collection that was unveiled the same year, the necklace features a 93.83-carat emerald from Jaipur, India, in the house’s signature cabochon cut. It resembles a snake and is set with diamonds and emeralds, perhaps as a homage to the Serpenti line, with the star emerald nestled between the head and tail of the snake.

Bulgari also developed expertise in using turquoise inlays, a particularly impressive technique when used for the above Serpenti creation, as each piece of turquoise has to be consistent in colour and tone and cut precisely to fit each of the scales that make up the Serpenti body. The striking blue hue of the turquoise inlays makes for an effective counterpart to the sparkling white diamonds.

Then there are the tradition-defying Serpenti pieces that feature gemstones that were cut and polished into beads, instead of the tubogas coil from the very first Serpenti pieces, or the intricate scales from the later designs. One such design has more than 300 carats of rubellite beads, with each bead cut and polished till glossy and consistent in colour – further proof of Bulgari’s expert craftsmanship with gemstones. Another one features chalcedony beads, with the light pastel blue of the chalcedony matched with red tourmaline beads and amethyst beads.

Bulgari’s last high jewellery collection was Eden, the Garden of Wonders. Again, colourful gemstones made an appearance in skillfully-constructed jewellery pieces like the Mediterranean Reverie necklace with a 107.15-carat cushion-cut Sri Lankan sapphire at the centre; the Giardino dell’Eden Tourbillon cuff timepiece whose 6,500 gemstones includes  Paraiba tourmalines, emeralds, opals and rubies, and, the Emerald Venus necklace which gets its inspiration from the Capelvenere, a Mediterranean fern. Its diamond branches set with glossy emerald beads surround a 20-carat Colombian octagonal-cut emerald.

The jewellery Maison may yet drop another high jewellery collection this year and while there are no details on what it may be, here’s one thing that is almost certain: it will be just as colourful, intricate, beautiful and skillfully put together as its predecessors.

Source: Sotheby’s

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Luxury autos are parking in never-seen-before profits

From Ferrari to Bentley, Lamborghini to Rolls Royce, luxury automakers have posted record-high revenue for FY 2022. For example, Rolls Royce reported that for the first time in its 188-year history, it exceeded 6000 deliveries in a single 12-month period and exceeded its target. Bentley too: the British automaker exceeded 15,000 deliveries in 2022, the first time in its history it would do so.

Almost all of these brands have confirmed orders well into 2023, so, it would not be amiss to say that they are set to break records once again and bring in even more profit this year.

For luxury timepieces the aphorism, ‘time is money’ has never been more true

Luxury automakers are not the only ones experiencing increased revenues and profits; luxury timepieces are having their moment too. Swatch Group, the conglomerate that owns brands like Omega and Breguet announced that its sales went up by 25% in 2022. in fact, it had to increase the prices of its pieces by 5% to 7% to control demand.

As did other luxury timepiece brands like Zenith, Patek Philippe and even Rolex which is famed for increasing their prices once a year. While some may argue that it is to meet up with the cost of production, luxury brands are often forced to raise prices to stem demand, which appears to be what is happening here.

Not even luxury fashion is left out

According to the LVMH annual revenue report, its fashion and leather goods division saw a 22% revenue increase from 2021. Hermès’ leather goods and saddlery arm recorded a 15.6% increase, while Richemont, which has not published its earnings for FY22, appears to have enjoyed increased profits as well if its H1 2022 report is anything to go by.

Most of these luxury brands attribute their high sales to America, the Middle East and even Asia. But a recent report shows that Africa may also be a strong contributor to this success in at least one category – luxury timepieces.

As of February 2023, sales of luxury timepieces on the continent had reached US$262.8 million with South Africa responsible for almost half of the amount (a total amount of US$125.3 million comes from it alone). Statista, an online data company, believes that purchases in this category will only continue to increase on the continent in the coming years.

All of these numbers beg the question: why are luxury goods recording such high revenues even in Africa where many countries are experiencing macroeconomic challenges?

The answer is in the resale market. According to McKinsey, the pre-owned luxury timepiece market is predicted to reach US$30 billion by 2025. Another study by IMARC predicts that the secondary luxury goods market will be valued at US$ 51.0 billion by 2028. And while the prices of some pre-owned luxury goods may not be as high as they were in 2020, they are still good enough to make these products a good alternative investment choice.

And this is why, poor economic outlook or not, luxury brands would continue to report high revenues: as long as their products continue to hold/surpass their value, the wealthy all over the world, including Africa, will continue to seek them out as sound alternative investment pieces.

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Both fashion shows are slated to take place in December, with the Chanel show happening on December 6, and Dior’s on December 3.

A decision rooted in necessity

A report published in 2019 makes a case for Egypt as an underrated luxury market, explaining that apart from luxury auto brands, wealthy Egyptians are forced to shop for their preferred luxury goods outside as these brands are not represented in their country.

This is in spite of the fact that Egypt is rather wealthy. It is not only the second richest African country but also the sixth in wealth per capita, making it a regional power (at least economically) in northeast Africa. It is therefore not surprising that Egypt is where Dior has chosen to showcase its men’s pre-fall collection.

Kim Jones’ connection to Africa

Even if Dior did not choose Egypt because of its capacity to develop into a mature luxury market, its men’s artistic director, Kim Jones’ great relationship with the African continent would have seen the luxury fashion house eventually put up a show on the continent. Jones spent time in Botswana, Ethiopia, Ghana, Kenya, and Tanzania during his childhood and has since been inspired by Africa.

In 2020, he worked with Ghanaian painter Amoako Boafo on Dior’s SS21 collection, incorporating the artist’s drawings into pieces of the collection. While this new drop will not follow the same path, according to Dior, “the celestial collection celebrates a lifelong passion for travel.”

A new beginning?

It is remarkable that in just one year, two major luxury houses have announced their decision to hold their shows in Africa. This is besides the Fenty Beauty in Africa launch earlier this year. While these shows appear to be a way of testing the waters, it is clear that the luxury niche now considers Africans necessary, not just as consumers but also as contributors to its growth and sustenance.

We might see legacy luxury houses set up shop here on the continent in the nearest future, but for now, it’s time for us to sit back and simply enjoy the shows.

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In 2019, just before the world was thrown into the throes of a pandemic, Ferrari announced that it was considering increased streams of income, but from a niche other than auto manufacturing. It was transitioning into a full lifestyle brand, and would now become a major player in the fashion, fine dining and perfumery industries, among other.

By 2021, Ferrari had launched its first full fashion line: a collection of ready-to-wear pieces that came to life on a makeshift runway in the production line of its auto plant in Maranello. Two days after, it relaunched Il Cavallino, the same restaurant where founder Enzo Ferrari once dined with friends and Formula One stars.

Now, continuing on the same path, Ferrari has once again announced plans to further strengthen its presence in the world of luxury lifestyle goods.

Ferrari aims to double revenues in its luxury lifestyle division by 2026

At Ferrari’s Capital Markets Day on June 16 2022, chairman John Elkann said, “Ferrari is at its core a luxury company and the most distinctive and innovative luxury brand, and we see huge opportunities lying ahead in further developing its lifestyle [while] never compromising to be the unmatched expression of Italian excellence.”

Chief executive officer Benedetto Vigna also said that by 2026, Ferrari aims to double revenues in the lifestyle division through luxury goods, the brand’s experiential parks and museums, and collectibles, compared with 2019, while not providing a breakdown.

“We only touched the surface, and our lifestyle pillars can be used to delight customers in different ways and in different moments. We have a strong legitimacy,” Vigna enthused. “Either you are fully committed or you are not — and we are. We are serving only a fraction of the $300 billion market. This is a unique opportunity to make the brand relevant for a wider audience. Focus is key and we must address this with the right partners and talents to make it happen. It’s a new world.”

Ferrari has been seeing a rejuvenation of its loyal customer base in the 2018 to 2022 period, and a 60 per cent growth in new collectors, with a 25 per cent gain in the average number of cars. This is seen as a potential new customer pool for the brand’s luxury fashion, too, as are key regions such as Asia. “Women are also increasingly more interested, they become our ambassadors and help influence the purchases,” Vigna said.

The global appetite for luxury is growing, he said, but he insisted that Ferrari produces “unique cars and unique products,” and he is adapting founder Enzo Ferrari’s motto of delivering “one car less than the market demands” to the lifestyle division to maintain exclusivity.

Ferrari is hardly the first luxury auto brand to venture into fashion and other lifestyle niches

Others like Mercedes-Benz, Lamborghini and McLaren have launched fashion collections, and only recently, Bugatti teamed up again with UYN to release a clothing line that includes jackets, sneakers and polo shirts made using advanced technology.

But these apparel are usually made in collaboration with other fashion brands, and while they may have made the news at the time they launched, they have not made quite the splash after.

Perhaps, Ferrari is looking at Hermès which started out as an equestrian accessories company but has now grown to be one of the top luxury fashion brands in the world. It clearly is just as committed to top-tier excellence as the latter, having recruited some of the best and brightest to handle the various categories of its lifestyle division: former Armani designer Rocco Iannone is the creative director of its fashion line and Massimo Bottura, Italy’s most famous chef heads its restaurant.

Whether or not Ferrari will be just as wildly successful remains to be seen. However, judging by its Fall-Winter collection in Milan earlier this year, it is definitely taking steps in the right direction.

The post The Latest Luxury Lifestyle Brand is … Ferrari? first appeared on Aspire Luxury Magazine.

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Luxury brands have, for a long time, been present at the Olympics: Ralph Lauren has been the designer behind Team USA’s opening ceremony outfits, as has Giorgio Armani for Team Italy. But that has basically been the extent of their presence – once the games begin, sportswear brands like Nike, Adidas, Uniqlo and New Balance take centre stage.

But not this year.

American skateboarding bronze medallist Cory Juneau competed in his event with Golden Goose sneakers. It’s the first time that the Italian luxury footwear brand, known for their signature ‘distressed’ aesthetic and whose sneakers start at around $440, has endorsed an athlete.

This ties into a broader trend of luxury brands pursuing skateboarding endorsements – for example, Louis Vuitton made waves last year by signing Jamaican-British pro, Lucien Clarke, as their very first sponsored athlete. Skate culture has an outsized influence on fashion as a whole, so it’s not surprising that brands like LV and Golden Goose want to get in on this space.

Another luxury fashion house that made an active appearance at the game is Telfar, the eponymous brand of Liberian-American designer, Telfar Clemens, who is most famous for his cult handbag that’s been dubbed ‘the Bushwick Birkin’.

In a world-first, Telfar became the team and apparel sponsor for Team Liberia. The talented designer crafted a unique and luxurious visual identity for the small country’s athletes who have in the past had to struggle for sponsorship. It’s been transformative for the team – who was easily the best-dressed team at the Tokyo games – as well as for Clemens himself, who told The New York Times that “it’s meaningful to me on a lot of levels.”

Telfar has announced that it is set to release what it has dubbed its ‘Liberia Collection’ – a performance-focused line that will feature an array of styles such as gown-length jerseys, deconstructed tracksuits, sarong bottoms, and spliced tops in a colour palette of navy, red, sand and white.

The next Olympics is just three years away, and incidentally, it will be taking place in Paris, the fashion capital of the world. Will we be seeing luxury brands like Balenciaga, Louis Vuitton, Gucci or Bottega Veneta compete side-by-side Nike, Under Armour, Reebok, New Balance, and all the other established activewear brands?

Certainly, time will tell.

Source: DMarge

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Ferrari already understands that not everyone can have access to their cars, no matter how much they covet them. The luxury auto brand releases less than 10,000 marques per annum – a rather small amount when compared to other mainstream manufacturers like Toyota that produces almost 10 million in the same time.

Instead of watering down its brand image by making more cars, however, Ferrari hopes to reach a new clientele base with its new lifestyle offerings. Nicola Boari, Ferrari’s chief brand diversification officer, told Reuters the aim was to reach new clients “in terms of both age and culture” – beyond its racing fans and sports car clients who already desire its branded jackets, T-shirts and hats.

The Cavallino is located across the street from Ferrari’s headquarters in Maranello, Italy. Designed to be a home of haute cuisine, it will also be a historical site as it was once home to a trattoria/commissary where the automaker’s legendary founder Enzo Ferrari ate and entertained.

Ferrari is not the first luxury automaker to steer into fashion. Direct rival, Lamborghini offers several branded collections based on partnerships, including menswear, kids wear and living, and although profits from this venture have not been made public, the brand insists its fashion drops make significant contributions to its overall revenue.

Whether or not automaker’s new clothing line and restaurant will be as successful as its cars is a matter for the future. For now, it is refreshing to know that owning a Ferrari or participating in the Ferrari experience would not be as arduous as before, even if it does not translate to driving one of its highly-coveted autos.

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However, what Alessandro Michele of Gucci has created with Demna Gvasalia of Balenciaga is different. Just like the Louis Vuitton x Supreme collection, some pieces featured the logos of the sister brands so brazenly that it was almost blinding. But unlike other partnerships, this Gucci-Balenciaga ‘hack’ seemed more like a synthesis of the elements both brands are known for.

The Aria fashion show started with a male model in a red velvet suit – a homage to Tom Ford’s Gucci tenure – walking into a club named Savoy. He walks down a red-lit hallway to another hallway full of flashing lights and cameras. And this is where the show begins.

Models began to strut down in unmistakable Balenciaga-esque pieces, but covered in Gucci logo: one in a pair of Balenciaga leggings-boots, but – you guessed right – covered in Gucci logo. Another in the boots and a stretchy ruched ice skater top that first appeared in Balenciaga Spring 2017, but this time with the green and red Gucci stripe. Yet another in Balenciaga florals, but carrying the name “Gucci.” And on and on it went. Pieces and silhouettes we have come to associate with one brand carrying the name or logo of the other. It was mind-twisting but in a fun way.

According to Michele, the basis of this project is simply this: “To plan the future, we need to change the past. I appeal to such ability to reinhabit what has already been given. To escape the reactionary cages of purity, I pursue the poetics of the illegitimate.”

Of course, the fashion media world has something to say about this hack. The major consensus is that this might move from a mere project to a full-blown trend, a feat that both directors are famous for. If this happens, what does it portend for the world of luxury fashion?

Remember when the question on everyone’s lips was whether Louis Vuitton menswear creative director and founder of Off-White, Virgil Abloh, was truly lifting designs from lesser-known brands or not? Well, if this Gucci-Balenciaga ‘hack’ takes off, we will see a new era in luxury fashion where plagiarism may no longer be a word. Instead, re-imagined pieces of other luxury brands (with their approval of course) will be perfectly normal, and even trendy.

Should this happen, both Alessandro Michele and Demna Gvasalia would once again be pioneers in the world of luxury fashion. And this in itself is no mean feat, especially when it is juxtaposed with the fad-loving, hype-driven world we currently live in.

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