Bénédicte Régimont, the Director of the interior architecture agency Félicie Le Dragon, discusses the collaboration between luxury brand Daum and French rapper Gims. Despite initial skepticism from some, Régimont believes that the partnership is a brilliant move by Daum. Over the years, the brand has successfully collaborated with street culture icons such as JonOne and Zoom, who have a strong following within a niche community. However, Gims is a globally recognized artist, appealing to a much wider audience.
The vase created by Gims for Daum is produced in limited quantities, with a price tag of €20,000. It represents an investment in a piece of art that combines traditional French craftsmanship with modern savoir-faire. Régimont sees this vase as a flagship product, symbolizing an era and attracting a clientele with both purchasing power and desire. However, Daum does not solely rely on exclusivity; they also offer more accessible crystal jewelry and decorative accessories to cater to a broader customer base. This strategy aligns with the approach taken by luxury brands that venture into different markets, such as haute couture houses entering the cosmetics industry.
The success of this collaboration goes beyond just marketing. The vase, named Origine, combines the floral pleating characteristic of Daum with Art Deco lines reminiscent of the Palais de la Porte Dorée in Paris, where African art and culture are celebrated. This fusion allows both stories to intertwine in a shared past, making it more than just a work of art but also a socio-historical manifesto.
However, Régimont acknowledges that not all collaborations between luxury and street culture are successful. It depends on whether the partnership brings genuine meaning or is purely opportunistic. She references the example of Roederer, a champagne brand that gained attention through mentions in music videos by rappers like Jay-Z. However, their image suffered after an insensitive comment made by their CEO. This highlights the importance of authenticity and careful consideration when entering into these collaborations.
Ultimately, whether street culture is the future of luxury is a complex question. Régimont states that it can be, as long as it carries a meaningful narrative. However, not all rappers or brands are capable of achieving this modernization successfully. Daum, in this case, has successfully bridged the gap between luxury and street culture with their collaboration with Gims.
Original article: [link]
Useful links:
1. Daum official website: https://www.daum.fr/
2. Gims official website: https://www.gims.fr/
