NEWS: NEW BRAND COLLABORATIONS ANNOUNCED

by Rachel Parker

Attention, fashion fans: two exciting new collaborations have been announced. Brand collaborations are a perfect opportunity to combine luxury design sensibilities with high-street trends and affordability, and in turn to reinvigorate our wardrobes.

Nike have revealed their new partnership with Matthew Williams, founder of luxury streetwear brand Alyx. Williams uses youth culture and street aesthetics as a muse, drawing on utilitarian, subversive and underground style inspirations. Nike hopes the designer will integrate cultural relevance with functionality, giving a new edge to their popular training gear.

Nike explained that: ‘‘Collaborating with Nike, Williams has produced a collection that gives a human touch to a data-driven, purpose-led series of training shirts, trousers and accessories for men and women.’’ The collection will feature a wide range of sportswear and accessories, including socks and towels, and will be released on July 12th.

Activewear isn’t the only sector to be revitalised by a fresh collaboration. House of Hackney have announced they have been working with high-street brand & Other Stories, bringing their sumptuous prints to Scandi simplicity.

The luxury interiors, fashion and lifestyle brand, founded by wife and husband Frieda Gormley and Javvy M Royle in 2011, is known for reworking tradition through their use of elaborate print and audacious colour. Meanwhile, the Swedish retailer & Other Stories focus on producing high quality clothing and accessories for women to build their own personal style stories.

The collaboration promises to marry the best of both brands, with the & Other Stories Website advertising ‘‘a collection of summer must-haves that encourage a style filled with playfulness and extravagance.’’

The designs will also foreground sustainability, with the clothes predominantly made from organic cottons and naturally derived fabrics. Items from the collaboration will be available in selected stores and online from May 24th – time to start saving up.

 

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