Versace is working with streetwear label Kith for a collaborative collection that leverages both of their perspectives on style.The 100 co-branded pieces created draw from silhouettes designed by Kith and fabrics sourced by Versace, combining both of their aesthetics. Increasingly, high-fashion and streetwear are converging as consumers crave more casual, sporty attire and partnerships are one way in which luxury is keeping up with changing styles.
Included in the line are pieces made of traditional luxury fabrics such as silk and satin, along with more street-ready textiles such as nylon and fleece. As part of the collaboration, Kith and Versace designed special custom-made hardware. For the joint venture, the Versace Medusa logo has been given its first redesign, with the Kith brand name covering the mythical figure’s eyes.
Among the styles in the collection are puffer jackets, swimwear and bike shorts for women and silk blazers, nylon tracksuits and hoodies for men.
To promote the collection, the brands tapped model Bella Hadid for a campaign. In shots by photographer Pierre Toussaint, Ms. Hadid is seen lounging and exploring a lush home. The co-branded collection will drop at Kith stores and on the brand’s ecommerce site on Feb. 15. It will also be sold in select Versace boutiques.
Luxury shoppers are increasingly turning towards more casual styles for self-expression, according to a recent report from the Boston Consulting Group and Altagamma.
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