After the collaboration with Miu Miu, MyTheresa will be launching another capsule collection on Wednesday, the 17th of May. This time, the luxury online shop will make it happen with Milanese based brand Off-White, currently one of the most hyped streetwear labels out there. Founder and creative director of the it-label, Virgil Abloh, has designed an eight-piece collection exclusively for MyTheresa. Virgil Abloh has been equipping the fashion industry with his signature logo-hoodies – there is hardly a street-style gallery that does not comprise at least one Off-White-Look. The collection for MyTheresa.com exhibits the typical tailoring of Off-White. It features feminine pieces like flowing silk blouses as well as items…
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The Business Strategy Behind The H&M x Balmain Collaboration.
Balmain and H&M are two very distinguished fashion companies, in terms of their pricing, customer profile, product quality and company size. Thus, it seemed unnatural that the two collaborate on a collection. After identifying itself as a high-fashion brand, wouldn’t a collaboration with H&M ruin Balmain’s reputation? Some argued the collaboration stained the brand’s credibility whereas others rejoiced to the fact they could finally afford an item associated to the Balmain name. And both reactions are completely understandable. Previous owners of Balmain pieces should be annoyed that others are getting Balmain products for cheaper, and that the luxury value of Balmain clothing decreases.