Fashion houses join forces to release one-of-a-kind sportswear pieces
There’s something so unique about collaborations, it’s one-of-a-kind and limited edition. In recent news, luxury brands are collaborating with sportswear brands just in time for the holiday season. PUMA x Balmain will be releasing a collection Nov. 21, while adidas and Prada officially announced their collaboration of sneakers #pradaforadidas yesterday (Nov. 7). There was also a Moschino and Budweiser collab released on Tuesday…
The Prada x adidas project is quite the duo, you have sneakerheads on one side and fashionistas on another. Let’s hope everyone plays nice getting their hands on them. The same day of this announcement, Cara Delevingne shared on social seven hours later her PUMA x Balmain collaboration #pumaxbalmain.
The collection was announced mid-October featuring footwear, apparel and accessories. A little more depth than just sneakers, the collection is inspired by boxing and seems fitting for sportswear meets couture. I do have to say some pieces are very Puma, something that could be spotted on a rack inside Dick Sporting Goods. But then you have the true Balmain pieces with Olivier Rousteing’s signature embellishments.
What’s interesting with both the Prada and Balmain collaborations is that once again streetwear is the main focus. As I mentioned in my previous story on activewear, the lines between activewear and streetwear have been blurred. And this goes to prove my point to a different degree because of how these brands are positioning themselves to achieve the mainstream status.
The idea of collaborations, beyond the unique ‘must-have’ items, is that it allows brands to cross reach new audiences. But then you add the timing of the holidays just around the corner and it’s too good to be true. The Prada x adidas collaboration is set to be released December 2019.
All I have to say to these sportswear and footwear companies is ride the wave. Start thinking of how we will see this trend evolve in the future. This is athleticwear at a peak. A capitalizing moment of luxury fashion meeting sportswear. Balmain is couture. These are luxury houses. It’s meaningful in its own way on both sides. Who will be the next luxury brand to follow suit?
Jane Theory 