Brand collaborations are the norm these days but boy do I cringe when some get it wrong! A great collaboration should make sense; the fit should be logical, not laboured and should retain the essence of both/all parties. Here’s a great example of a collaboration that works. Swedish leather brand Jofama has a long history in making aviator and biker jackets and has tapped Edwin to recreate one of its classics with an updated twist here and there. Said twists resulting in ‘The Airwoman’ jacket include a lush red silk lining, vintage rivets and a removable collar. Easy.
So last week rammed the point home that trainers are very much back on the fashion radar. Not only did Gucci launch its shinysupersexy Icon-Temporary pop-up trainer store in Covent Garden, but Jimmy Choo has gone all social media-savvy and used an interactive Foursquare/Twitter/Facebook game to launch its first trainer collection. The idea is to follow @CatchAChoo on Twitter to find out where an elusive pair of Choo trainers will be as it flits on its travels around London. If it tweets a destination and you happen to be there, you simply find the Jimmy Choo bag, present it to the Choo representative and say ‘I’ve been following you’. The trainers then become yours, but I don’t know what they look like and how they know they will be your size. Er, maybe you get a voucher? To join all the social media dots, CatchAChoo is also on Foursquare and Facebook. I think it’s a jolly idea but it launched last Monday and I don’t know how much of a buzz it has created as it only has 275 followers on Twitter. I would have expected more. Perhaps the fact that the game is only being played in London has put a few punters off.
Over at Gucci, Frida Giannini has enlisted pop hottie Mark Ronson to design a capsule range of Gucci trainers. Ronson doesn’t have any design credentials but hey, he’s well-connected and looks good in a Gucci suit, I guess that’s enough these days. The trainers are inoffensive but not nice enough to get me to to part with £395 (for the cheapest pair).
Jimmy Choo trainers:
I think I would prefer them if they looked more like Phillip Lim’s AW10 trainers: Having said that, you’d be hard pushed to find me in any fashiony trainers these days. My Nike Blazers and Vandals have been neglected for years because they just don’t sit right with a skinny jean and well, I think I just generally grew out of the whole competitive trainer mania thing.
Although I did get a wee frisson at the Canoe press day when I was introduced to the AW10 New Balance collection. I have always had a soft spot for New Balance, primarily because their old school 576 running shoe is my trainer style of choice – classic, functional with just a whiff of geography teacher. Also, did you know that many of the 576s are made in the UK? But the real reason I love New Balance is mostly to do with one Wes Anderson. The nerdy-but-stylish one has the very same New Balance 576s as me, complete with reflective logo. Fancy! Now I bet you wouldn’t catch him in a pair of Choos.
Adorning the shoulders of everyone from Kanye to Style Salvage Steve and Susie Bubble, there’s no doubt the backpack is making a comeback. Well that’s what I decided the minute I happened upon the new Eley Kishimoto x Eastpak range which is jollying up the Eastpak Carnaby Street store and window display right now. After an intensive trying-on sesh and grilling the poor (but extremely accomodating) shop staff for a good ten minutes I gleaned the following. The backpacks are printed in the now-iconic flash print (I have the flash print upholstered chair and am still gutted that I never bought the flash print Globetrotter suitcase) and cost a very reasonable £60. Each product is a limited edition of 1000 (I’m guessing that means 1000 in each colour – red, blue, black?) and comes with a special edition Eley Kishimoto Eastpak enamel pin.
Now what do you do if you don’t like backpacks? Well there’s a whole host of other flash-y stuff. There are messenger bags and small shoulder bags as well as pencil cases and wallets (although they are a bit ‘ouch’ at £50 each). There are also three skateboards retailing at £350.
I’m going back for mine on Saturday and will be rocking it all through fashion week as it will be perfect for my LG laptop and inevitable gathering of press packs, passes and general paraphernalia that tend to mount up throughout the days. Well done Eley Kishimoto and Eastpak, I think this is a perfect partnership.