New Era Celebrates a Century with a Helmut Lang Collaboration
References: highsnobiety
New Era is a staple when it comes to the hat industry and it recently reached a milestone, marking 100 impressive years of hat history, launching a tonal cap to celebrate. The brand launched special capsules, collaborative projects, and archival relaunches throughout the year in celebration.
Revealed during New York fashion week is a collaboration alongside Helmut Lang, a luxury fashion brand. The duo join forces and create a minimal design for a monochromatic option of the fitted hat. The meaning of this collaboration represents beyond the design, as Thomas Cawson, creative director of the fashion brand states, “it’s about this innate sense of belonging [...] It’s creating an emblem that says that you belong to this group.”
Image Credit: New Era
Revealed during New York fashion week is a collaboration alongside Helmut Lang, a luxury fashion brand. The duo join forces and create a minimal design for a monochromatic option of the fitted hat. The meaning of this collaboration represents beyond the design, as Thomas Cawson, creative director of the fashion brand states, “it’s about this innate sense of belonging [...] It’s creating an emblem that says that you belong to this group.”
Image Credit: New Era
Trend Themes
1. Collaborative Capsule Collections - An opportunity for hat and fashion companies to celebrate anniversary milestones and reach new audiences through unique collaborations.
2. Minimalist Monochromatic Design - An opportunity for companies to showcase simplicity and elegance in product design that appeals to consumers' growing disdain for excess.
3. Archival Relaunches - An opportunity for companies to tap into the nostalgia market and re-release classic products or designs that resonate with consumers.
Industry Implications
1. Fashion Accessories - Opportunity for fashion brands to create unique product collaborations and relaunches to celebrate company milestones and engage with customers.
2. Luxury Fashion - Opportunity for luxury brands to expand beyond their traditional product offerings through collaborations and attract new customers who may be interested in a more accessible product line.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to leverage nostalgia and collaborations to create unique and engaging campaigns that resonate with consumers and drive sales.
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