Saint Laurent x Everlast: capsule K.O.

Saint Laurent Rive Droite mastered the use of capsule collections and communication strategies with a high emotional impact becoming an institution in itself, proven by fashion victims eagerly waiting for seasonal conceptual stores and collaborations.

The latest drop from the Parisian maison’s experimental venture is a line designed with iconic American sports brand Everlast, chosen by professional athletes, world champions and boxing legends such as Jack Dempsey and Muhammad Ali.
The capsule, developed in a collection of sportswear and boxing accessories, features satin boxing shorts with a full four-inch waistband and black leather, handcrafted boxing gloves, hand wraps, headgear and heavy punching bag in chic, high-grade leather, for a truly professional look.
The punching bag and gloves are both constructed in high-quality leather, to ensure durability, resistance and functionality with the luxury touch that distinguishes the French brand.
Each item is characterised by a bold patch highlighting the double Everlast and Saint Laurent logos which identifies this capsule.

But the most relevant ingredient of this collaboration, which marks it as a real brand innovation, is the communication.
This capsule is indeed inspired by Michael Halsband’s unique photo series of iconic black and white portraits of Andy Warhol and Jean Michel Basquiat in Everlast’s boxing outfit, re-edited by Anthony Vaccarello, creative director of the Kering brand, for this capsule.

Halsband’s photos used for the communication campaign will be available, as the Everlast x Saint Laurent collection, exclusively at Saint Laurent’s Rive Droite store in Paris.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...