If we mark the next major inflection point in the history of fashion in the 21st century in advance, then 2021 can be said to be an important turning point for brand co-branding, Gucci and Balenciaga staged "hacking", Jean Paul Gaultier haute couture collection began to move towards guest designer invitation system, Not to mention that major brands have entered the meta-universe and built their own new territory with NFT as a starting point.

The first blockbuster joint name in the fashion industry this year comes from the Supreme and Burberry cooperation series officially launched in the world this month, and even triggered a rush to queue up late to buy in some overseas stores, recreating the scene of the past.

It is not the first time for Supreme to co-name with fashion brands, but in this design with Burberry, a large number of Burberry retro knight logo, plaid to replace Supreme's red background design, and Supreme and Burberry brand logos appear in the form of embroidery at the same time. For Supreme or Burberry, or both of the fans, have a great appeal.

At the same time, Cartier unexpectedly joined hands with Chitose Abe, creative director of Sacai, to add a new dimension to modern jewelry; Maison Margiela and Reebok have once again joined forces to launch Tabi Decortique low-top hollow sneakers, with the deconstruction concept of the former, Reebok classic leather sneakers born in 1983 take on a new look; Omega and Swatch complement each other, making professional timing and colorful color perfectly integrated; Ganni is plotting a return to millennial velvet sportswear with Juicy Couture; More recently, Telfar announced a "blind box" type of mysterious cooperation...

And when we look back at these fashion joint cooperation, in addition to following the footsteps of the sale to buy buy buy, these seemingly has become the inertia of the form of innovation, in the end there is no worth studying the significance and value, at the same time, we in the consumption of these "dual identity" products, have also been curious, how they cooperate in the cooperation?

What is their purpose?

Why is it that some cooperation can impress people, while others have a mediocre response? Where is the scale of cross-border?

Let's try to answer these questions through three new collaboration series.

At the end of the 2022 spring/summer Milan Fashion Week, a mysterious invitation was delivered to the fashion watchers who were about to leave for Paris.

The result was an unexpected fashion show that became the talk of the season.

The spectacular collision between Versace and Fendi,

"In February 2021, after the show, Silvia and I were having dinner with Donatella, and we happened to mention that it would be fun to trade designs. We'll do Versace and she'll do Fendi." "Explains Fendi creative director Kim Jones.

The unconventional partnership was sealed over dinner, and nearly five months of preparation began.

At the beginning of the design, Donatella, Kim and Silvia went to each other's brand headquarters, walked into the dusty archives, and drew from the history of the elements they wanted to shine.

But Donatella has always stressed that this exchange does not amount to intimate creative work: "Apart from looking at each other's archives, we work independently. I do the drawings myself, and so does Kim. It was only when both series were almost complete that we saw what the other had created."

Therefore, rather than an unprecedented collaboration, it is more like a "role reversal" between two pairs of friends.

The name Fendace was taken from Fend (i) and part of the (Vers) ace, but stuck to Fend (I) and Fend (Vers) ACE, with the debut of supermodel Amber Valletta, the Versace by Fendi collection.

Kim Jones chose safety pins, Greek loops and gold baroque prints from Gianni Versace's legendary '90s sexiness, paired with his favorite macaron pastels, see-through lace and Peekaboo and Baguette handbags from the Fendi women's collection.

When he reached the middle, the Medusa logo in the background quietly flipped, ushering in the home of the Fendi by Versace series.

Donatella Versace's take was even Wilder, Fendi's double-F Monogram appearing in almost every look, from aged baseball caps to leather obis to patchwork denim suits, Versace's hot sex and Fendi's regal Bourgeois style blend seamlessly.