The new Heron Preston x KM20 collaborative collection takes on an exaggerated and humorous approach. The American designer and Moscow-based retailer crafted a two-piece capsule that is directed towards a tourist based off of Heron Preston's first trip to Moscow. The collection is comprised of a t-shirt with the image of Vladimir Putin, the Russian President, with an iconic print by Preston on the back and a rhinestone-embellished waist bag.
Preston expresses that the collection was never to be political, despite the prominent political character decorating half the capsule; it was based off of his fascinating concept of Russia as an outsider who had never visited the country. When he traveled to Moscow for the first time, he noticed many souvenir shops sold garments with Putin's prints and the designer bought and wore one his entire Russian visit. Preston expresses that he enjoys taking a dramatic, extremist approach when traveling and this Heron Preston x KM20 capsule is his own take on the tourist t-shirt he purchased.
Key Themes Behind This Trend
- Exaggerated Apparel
- Disruptive innovation opportunity: Create exaggerated and humorous clothing designs inspired by popular tourist destinations.
- Iconic Print Collaborations
- Disruptive innovation opportunity: Partner with retailers to create unique apparel collections featuring iconic prints inspired by cultural symbols.
- Rhinestone Embellishments
- Disruptive innovation opportunity: Incorporate rhinestone embellishments into apparel and accessories to introduce a touch of luxury and style.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Explore new approaches in fashion design by infusing tourist-inspired elements into clothing collections.
- Retail
- Disruptive innovation opportunity: Collaborate with designers to create exclusive apparel collections that cater to tourists and capitalize on souvenir trends.
- Accessories
- Disruptive innovation opportunity: Experiment with rhinestone embellishments on various accessories, such as bags, belts, and hats, to enhance their appeal and marketability.
