HAUTE couture houses and ready-to-wear brands couldn’t get enough of partnerships this year – with celebrities, artists, and even other clothing brands. This trend is growing from season to season. Let’s take a look at the three collaborations which made the most noise in 2015.
Balmain x H&M
This was incontestably the biggest collaboration of the year, in terms of both prestige and success. The ad campaign featured the three top models of the moment: Kendall Jenner, Gigi Hadid and Jourdan Dunn. Officially announced in May, this one-off partnership was in the news throughout the year, and stores were hit by a wave of fans when it launched on Nov 5. Fashionistas are waiting with anticipation for the name of the next designer who will team up with the Swedish giant.
Kanye West x adidas
In February, the famous rapper unveiled his first collection of trainers and clothing for adidas Originals as part of New York Fashion Week. The line immediately created a buzz on social networks. The Yeezy 750 Boost sneakers were highly successful around the world. They were followed by the Yeezy 350 Boost in June, and the Yeezy Season 1 clothing line in the autumn.
Puma x Rihanna
In December, the brand announced its appointment of Rihanna as artistic director for a Puma capsule collection, in addition to her role as an ambassador. The Puma Creeper, the first sneaker in the Puma by Rihanna collection, was launched in the autumn. It was an instant success. The collaboration will continue in 2016 as Rihanna has just announced that her clothing line designed for Puma will be presented at an Autumn-Winter 2016-2017 show during New York Fashion Week.