»»Designers’ crossover and collaborations have been overly populated for years. Compared to the new designs for customers, the complementary effects between the brands and celebrities are more important than ever.
The collaborations between different priced markets and the brands is the most common way for extending designer’s brand to low-price markets, while both sides can also improve the public image. That British designer Lulu Guinness launched a diffusion line with JC Penny is one of the example cases.
The collaborations between designers and charity group is the second type. As charity campaigns relied on celebrities’ fame to promote, the celebrities also need them to build better public images. Stella McCartney is one of the great examples of such cases, good at advertising her goal and image of fighting for environmental protection; she designed a series of T-shirts to fundraise for Comic Relief which is also charity products for helping suffering people in third world.
The brands in the same field who targeted the same customers are no longer against each other. Instead, they team up to create larger markets. Like Opening Ceremony is famous for its collaboration with other clothing brands, it has recently worked closely with DKNY to re-issue DKNY 1990’s iconic design.
The collaborations between designer brands and other markets boost up the phenomenon of crossover. As long as customers are willing to pay for the creativity, the trend will continue.««