Source: The Business of Fashion
Summary
Kenzo has collaborated with Kenzo on a capsule collection featuring 20 pieces, including a jersey that will be worn by French national team players as a pre-match shirt this summer. The collection is a reissue of the brand’s iconic 1980s designs. The collaboration is part of Kenzo’s 50th-anniversary celebrations.
Our Reading
The collection enters the cycle.
Nostalgic sportswear, 80s logos, and classic silhouettes are back. The jersey, specifically designed for the French national team, is a prime example of reviving past designs. Kenzo’s 50th-anniversary celebrations are marked by reissuing iconic pieces. The collection’s timing is impeccable, as nostalgia-driven fashion continues to dominate the market. It’s a bold move to re-release the same designs, but with a modern twist, making it feel like a new discovery.
Author: Evan Null
Revisiting the Archives
The collection’s focus on reissuing iconic designs from the 1980s is a testament to the cyclical nature of fashion. By re-releasing these classic pieces, Kenzo is capitalizing on the current nostalgia-driven market trend.
Sportswear Revival
The inclusion of a jersey designed for the French national team is a strategic move to tap into the sportswear revival trend. With the rise of athleisure wear, sportswear-inspired designs have become increasingly popular.
Nostalgia-Driven Fashion
Kenzo’s decision to reissue iconic designs from the 1980s is a calculated move to appeal to consumers’ nostalgia. By re-releasing classic pieces, the brand is able to tap into the current nostalgia-driven market trend.
Anniversary Celebrations
The collaboration is part of Kenzo’s 50th-anniversary celebrations, marking a milestone for the brand. By reissuing iconic designs, Kenzo is able to pay homage to its heritage while also appealing to new consumers.
