#Pradaforadidas: Are Fashion Collaborations Still The New Cool?

It's the year of collaborations, as have been its predecessors for quite some time now— interesting, astounding and at times, unexpected. Be it the ubiquitous H&M X Giambattista Valli with its couture-centric sensibilities or closer home, Rina Singh X Uniqlo's minimal yet striking appeal, fashion has continued to show an interest, and at times, an indulgence in partnerships. To add to the standout moments of the year (we are looking, of course, at the genius offering that was the result of Christian Lacroix stepping out of retirement to join hands with Dries Van Noten), Prada has unveiled teased a new collaboration with Adidas that will soon (hopefully) join the ranks.  

Giving a peek at the collab with a single image on Instagram, the Milanese fashion house didn't reveal much as to what we could expect from this partnership, though the image suggests a strong possibility of shoes being the subject matter at hand. In any case, the brand(s) have made sure you keep your eyes peeled for this one. 

The latest offering in the slew of collaborations in recent years cements fashion's smart tactic of joining hands, thus expanding target audiences and business. H&M, for instance, seems to have mastered the trick long ago, roping in international designers every now and then to cater to its high street aesthetic popular amongst millennials. Add to that the pleasantly surprising foray into the territory by Karl Lagerfeld with an alliance with Cover Story, and you know that the collab game is, as the kids say, for real. 

Adidas, too, is not new to the territory. Having worked on collections with Raf Simons, Stella McCartney, and Yeezy, the German retail giant is all set to add another feather to its metaphorical cap. 

Does it work? In terms of popularity, collaborations tend to grab more eyeballs as the aesthetics of two powerhouses, and sometimes polarising versions of it, come into play. When Virgil Abloh designed Serena Williams' U.S Open wardrobe in association with Nike, the all-black tutu with his signature logo tactics made waves, the move coming after Williams was denied the right to wear a catsuit on the court.  

Image Courtesy: Serena Williams on Instagram
Image Courtesy: Serena Williams on Instagram

On the business front, brands have known to thrive when collabs are on the charts. Case in point: Moncler's spike in profits thanks to its Genius Project, which included collections with Pierpaolo Piccioli, Kei Ninomiya, and Craig Green, to name a few, along with Louis Vuitton and Supreme offerings flying off the shelves and sending the masses into a frenzy. With the air of intrigue that surrounds the coming together of two (or more) design giants, it's little surprise that collaborations are now a recurring theme in the industry. 

Will #Pradaforadidas be another win for brands vying joint efforts in fashion? Only time will tell. 

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