Luxury brands are continuously seeking ways to expand their reach and capture the attention of the younger generation. In line with this effort, one fashion house has partnered with a prominent streetwear giant to create a collection that merges high fashion with a sporty aesthetic. Koché, known for its unconventional collaborations with companies like Tinder and Google, has joined forces with Puma for the second time in its history. Their previous collaboration involved a line featuring unsold products from the AC Milan football club.
The latest collection comprises approximately fifteen pieces of sportswear inspired by couture. The collection includes pants and windbreakers with lacing details, tops with tulle embellishments that reference corsets, as well as leggings, sports bags, and sneakers. This collection has been available since January 7th.
Christelle Kocher, the artistic director and founder of Koché, explains that the collection aims to empower women and encourage their participation in sports. She believes that women are increasingly playing vital roles across various industries worldwide and it is essential to support and motivate them. The feminist vision behind this collection is expected to resonate strongly with the brand’s female target audience, particularly millennials. In a world where consumers closely examine a brand’s social discourse, it is crucial for companies to engage in meaningful projects beyond simply selling products.
Kocher has been an active promoter of an active lifestyle and has previously collaborated with major streetwear names such as Nike and Converse. Partnering with Puma has provided her with an opportunity to blend her expertise in fashion with the technical aspects required for performance wear. Following the streetlux trend, Kocher believes that the convergence of sportswear and luxury is far from over. Other notable collaborations include Adidas teaming up with Gucci, Balenciaga, and Prada. The collaboration between Jacquemus and Nike, which took place a few months ago, was recognized as the most fashion-forward collaboration of 2022 by Lyst, an online fashion search platform. This collaboration contributed to increased popularity and search interest in the brand, with searches increasing by 55% last year.
In an industry where collaboration and innovation are pivotal, Koché’s partnership with Puma exemplifies the ever-evolving landscape of fashion and its pursuit of appealing to a diverse consumer base. By merging couture with sportswear, the collection not only represents a fusion of styles but also sends a powerful message of empowerment and inclusivity to women in the sports world. As luxury brands continue to explore unexpected collaborations, it will be fascinating to see how they push boundaries and inspire new trends in the future.
Useful links:
1. Luxury’s Streetwear Collaboration Craze
2. Attainable Luxury and the Streetwear Hot List for 2022
