COLLUSION is a newly launched modern youth fashion brand that curates chic streetwear for the contemporary Millenial. Initiated by popular e-commerce retailer ASOS, the entire philosophy of the brand zeroes in on youth culture and the reality of its extension into the world. Not yet fully released, HYPERBEAST reports that "six emerging artists, activists, students and creatives" have been hard at work, developing a modern youth fashion collection that makes bold statements with a stylish flair.
The campaign that debuts COLLUSION is produced with the help of director Dan Emmerson and photographer Tom Sloan. To communicate its interest in youth culture, the label taps into 100 young people from across Britain and asks them a question — “What do you wish for, in the year you come of age?”
Photo Credits: Tom Sloan
Key Themes Behind This Trend
- Modern Youth Fashion
- Opportunity for fashion tech startups that create personalized and sustainable fashion for Gen Z and Millennial consumers.
- Youth Culture Engagement
- Opportunity for brands to collaborate with young creatives and activists to co-create campaigns and collections that reflect the values and aspirations of Gen Z and Millennials.
- Bold Statements with Style
- Opportunity for fashion brands to create collections that combine social and environmental activism with stylish designs, catering to the growing trend of conscious consumerism among the youth market.
Where This Applies
- Fashion
- The fashion industry can benefit from leveraging Gen Z and Millennial influencers to co-create and promote fashion collections that align with youth culture values and aesthetics.
- Marketing and Advertising
- Companies specializing in marketing and advertising can help fashion brands appeal to Gen Z and Millennial consumers by creating campaigns that celebrate youth culture and authentically reflect their values and aspirations.
- Art and Design Education
- Art and design education institutions can collaborate with fashion brands to provide design and creativity workshops for young artists and activists, empowering them to co-create collections that make bold statements with style.
