Courrèges, a renowned couture fashion house, has announced an unexpected collaboration with British company HEAT to create a series of high-end blind boxes. In a retail world dominated by customer data and hyper-personalization, the element of randomness is becoming increasingly rare. By purchasing a HEAT x Courrèges box, consumers will embrace this element of surprise.
Scheduled to be released on July 13, each blind box will contain “two to three pieces” signed by Courrèges and will be priced at 600 euros ($700). The initial value of the items included is expected to range from 1200 to over 1500 euros ($1400-$1750). Although the purchase is blind, HEAT has provided advance details about six possible assortments that could be included in the boxes. These assortments primarily consist of ready-to-wear pieces but may also feature accessories like clutches and wallets.
HEAT, recently receiving a five-million-dollar fundraising from Antler and LVMH Luxury Ventures, has successfully collaborated with various luxury brands, including Kenzo, Alexander McQueen, Off White, Vetements, and Maison Margiela, over the past three years. The company aims to redefine product launches and revive the market for carefully selected unsold items.
Joe Wilkinson, co-founder of HEAT, explained the company’s goal in a previous interview with British Vogue, stating, “Our goal is to make these products, which might be considered outdated, more attractive to a younger audience and have them seen as archives rather than obsolete objects.”
The concept of blind boxes, popularized in China through collectible figurines, has gained significant traction among Gen Z consumers in recent years. This trend has extended offline as well, with the use of vending machines to distribute blind boxes as a form of surprise retail.
Courrèges and HEAT’s partnership aims to tap into this growing market, providing customers with the thrill of anticipation and the allure of exclusive designer pieces. By introducing the element of surprise, these blind boxes offer a unique and exciting shopping experience that defies the expectations of a data-driven retail landscape.
Useful Links:
1. The Rise of Blind Boxes in the Luxury Fashion Market – Provides further insight into the popularity of blind boxes in the luxury fashion industry.
2. HEAT Co-Founder Joe Wilkinson Interview with British Vogue – Features an interview with Joe Wilkinson, co-founder of HEAT, discussing the company’s mission and goals.
