28/09/’20 – The trend continues by several brands in wanting to find new applications of their values and strengths, along the road of Co-Branding.
With some short video clips launched on the Instagram and Tik-Tok platforms to immediately create the viral effect and thus leak the news of an upcoming collaboration, the GUCCI maison is the spokesperson for a path towards sustainability and The North Face follows with enthusiasm combining its image based on frequentation and respect for nature. Based on this new common element, the two companies announce with a few still unrevealing frames, the intention to create a collection that will combine elements of luxury and high fashion, with more sporty elements and dedicated to life in the open air.
The alliance is currently signaled in the videos with a flag flying over a mountain or a mountain lake, without other details or elements that make it clear what type of production will be the subject of this project, if not the typical colors of the two brands that could find the way of design on exclusive and particularly appealing garments for the customers of the two brands, but also for new potential customers.
The strategy adopted by both companies will in any case allow to broaden the range of action of the two brands, taking The North Face beyond the outdoors and adventure sports (a path already started a few months ago with the launch of her first fashion collection, chiamata “The Black Series”), while Gucci will bring its luxury impact to new environments and new functions, while creating that curiosity “anti-routine” in the perception of customers.