Designer Melody Ehsani collaborated with sportswear giant Reebok for a Spring/Summer 2017 collection that's heavy on boxy cuts and empowering motifs.
Although the athletic silhouettes and the designs that decorate the apparel make Reebok's contributions to the collection clear, it's Melody Ehsani's name that tends to be featured the most prominently throughout the graphics in statement lettering. In addition to the branding, the graphics feature the silhouette of Queen Nefertiti of Eqypt, who's known for promoting vastly unique artwork for her time, and causing a religious revolution with her husband.
Included in the collection are boxy button-up dresses, knee-length form-fitting dresses, fashionable short-sleeve hoodies, workwear-inspired coveralls, graphic tees, and even sneakers, which boast a colorway that's themed around the Pan-African flag.
Key Themes Behind This Trend
- Bold Collaborations in Fashion
- There is a disruptive innovation opportunity for brands to collaborate with fashion designers to create bold and empowering collections.
- Empowering Motifs in Apparel
- The use of empowering motifs in apparel designs presents a disruptive innovation opportunity for brands to connect with consumers who value self-expression and empowerment.
- Incorporating Cultural Influences in Sportswear
- Brands can disrupt the sportswear industry by incorporating cultural influences into their designs, appealing to a diverse consumer base.
Where This Applies
- Fashion Design
- In the fashion design industry, opportunities lie in collaborating with sportswear brands to create empowering and unique collections that resonate with consumers.
- Apparel Manufacturing
- Manufacturers can explore disruptive innovation by incorporating bold motifs and cultural influences into their apparel products, catering to consumers seeking self-expression and empowerment.
- Sportswear Retail
- Retailers specializing in sportswear can seize the disruptive innovation opportunity by curating collections that incorporate empowering motifs and cultural influences, attracting a diverse range of consumers.
