Collaborations, co-branding and brand innovations are Brand Jam’s core, and in this particular case, we are talking about a real “brandjam”.
Announced last February and arriving in stores next October, this collaboration between Fendi and Fila certainly can not go unnoticed.
The Italian maison has in fact decided to create for the Fall/Winter 2018 collection, a luxury sportswear capsule that blends the spirit of the brand with music and art inspirations. Based on the creative work of the Instagram digital pop graphic-artist @Hey_Reilly, known for his irreverent but refined humor, the capsule collection is built around a ‘FENDI/FILA’ logo, that gives the collection an immediate street-style look with a retro twist.
The “FENDI MANIA” capsule winks at the ’80s, and blends so finely the two brands that it seems a fake.
This “brandalising”, as the artist himself defines it, is certainly brilliant, and gets simply to the purpose of this capsule. Anyway it’s undeniable that this extreme makeover poses some questions about both brand values and trademark protection.
In the same trend, but with a less “extreme” treatment, there is another collaboration between two Italian brands that stands out mixing fashion with one of the sporty-street icons of the ’80s.
We are talking about PINKO and Invicta that have signed a collaboration for this fall. A BTS capsule composed by eco-friendly down jackets and the iconic Jolly and Minisac backpacks remastered with an all-over logo pattern.
The resonance of this co-branding at international level and for innovation is certainly not the same but certainly is similar in purpose.