What does a British
#heritage brand, known for its craftsmanship and practical handbags, have to gain from a partnership with a Scandinavian fashion house with a
#streetwear edge? Fashion collaborations — from the high-low mix of Karl Lagerfeld and H&M to Supreme's tie-up with Louis Vuitton — remain a clever tool to drive excitement, traffic and new consumers to brands. A tie-up between leather goods focused
#Mulberry and Swedish luxury label
#AcneStudios is a little more surprising.
Design elements from both brands — like Mulberry's buckle straps and Bayswater shape, and Acne's twisted knot design and salmon-pink colour — have been married together in the 17-piece collection, which ranges from a £90 keyring up to the £1,295 Musubi Bayswater in Oak. The products will be stocked in both brands' key stores and websites, selected wholesalers and digital partners, including Farfetch, Selfridges, Nordstrom and Tmall. But, does the
#collaboration make good business sense for both brands? BoF investigates. [Link in bio] 📷:
@acnestudios x
@mulberryengland