America, home of the brave…merchandising.
Despite this is the most controversial inauguration of the new President of the USA in history, Joe Biden and his deputy Kamala Harris have put together what can be defined as the most fashionable inauguration merchandising range ever.
Today, Biden and Harris celebrate their tenure at White House with “Believe in Better”, a collection designed by some esteemed and well-known creative directors, conceived as a capsule collection the same way any fashion brand would do.
It includes for example an American flag featured t-shirt designed by Proenza Schouler, American brand of luxury apparel and accessories, founded by two designer Jack McCollough e Lazaro Hernandez.
A purple and blue tie-dye sweater has been designed by Gabriela Hearst, 2020 winner of the CFDA Award for American Emerging Designer of the Year and a great supporter of sustainable luxury fashion.
Thakoon Panichgul, the Thai-born designer based in New York, adds a deeper mood, with a sweater featuring Biden and Harris logo along with the claim, “Unity won over division”.
Rosie Assoulin, a jewelry designer, echoes with a set of gold beaded bracelets that reads “Unity” and a multicolored three-piece set that reads “Come Together.”
Two other designers has partnered the collection, like Joe Perez, creative director and collaborator of characters such as Kanye West, Beyoncé, Travis Scott and Nicki Minaj, and Aurora James, founder of Brother Vellies brand, that aims to share African design techniques around the world.
The “Believe in Better” collection seems to radically change the narrative of the last 4 years, adding a new ethos: in faci it is ethically manufactured, approved by American union workers. You can see it on the store.bideninaugural.org website.