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Cosmopolitan Kazakhstan
18+
4 октября 2017

Vetements x IKEA: коллаборации быть или не быть?

Руководитель бренда Vetements, а также брат дизайнера Демны Гвасалии развенчал слухи о коллаборации с компанией IKEA.

Недолго нам пришлось радоваться слухам о предстоящем сотрудничестве прогрессивного модного дома Vetements и гиганта в сфере производства мебели и декора для дома IKEA. Сплетни на то и сплетни, что недостоверны! Так, в недавнем интервью Гурам Гвасалия признался, что коллаборации не быть! Не спешите доставать носовые платочки – надо все-таки отметить, что переговоры велись между двумя компаниями, правда, контракт так и не был подписан.

«Мы вели переговоры по поводу совместного проекта, однако, наша задумка не была утверждена. Да, Демна вышел в футболке с логотипом IKEA. Его выход вылился в массовый ажиотаж, который перерос в вирусный хайп. Все начали скупать копеечные сумки с лого и переделывать их в одежду и аксессуары. А закончилось все тем, что капсула так и не вышла, а соглашение не было подписано», – рассказал Гурам.

Vetements

Гурам Гвасалия

Демна Гвасалия

Напомним, что волна хайпа захватила не только футболку, в которой появился Демна на показе Vetements, но и знаменитую сумку Balenciaga. Бренд выпустил синию сумку-шоппер в духе IKEA за 2,145 доллара. Мебельный гигант с юмором подошел к ситуации и даже выпустил инструкцию о том, как отличить оригинальную сумку IKEA Frakta от «поддельной» Balenciaga.

  1.  Встряхните сумку. Если она шуршит, это настоящая сумка Ikea.
  2.  Сумка отличается своей многофункциональностью. В Ikea Frakta можно вместить хоккейную форму, кирпичи и даже воду.
  3. Опустите сумку в грязь. Оригинальную сумку Frakta легко вымыть с помощью садового шланга.
  4. Посмотрите на ценник. Настоящая Ikea Frakta стоит всего 99 центов.

Слева – сумка IKEA Frakta за 99 центов, а справа – Balenciaga за 2,145 долларов.

Так чему же все-таки быть? Обрадуем! В июле этого года стало известно, что международная логистическая компания DHL подписала контракт с Vetements. На официальной странице бренда в Instagram появились два снимка с хэштегом #VETEMENTSXDHL SS18. Несложно догадаться, что коллекция поступит в продажу весной 2018 года. В нее войдут кепки, куртки, футболки и рубашки. На этом коллаборации не заканчиваются. «Горшочек, вари!», – решил Гурам Гвасалия и создал идеальную ручку вместе немецким производителем эксклюзивных ручек Montblanc. Это будет лимитированный выпуск, состоящий из 50 экземпляров. Кстати, это единственная коллаборация для Montblanc, которую бренд когда-либо делал с модным лейблом.

Источник: Twitter, Instagram, Pinterest.

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