Two of the most popular mega luxury brands of this decade decide to collaborate and create a new category of marketing for the future of fashion. A point of collision where the authenticity and the idea of appropriation are discussed: what happens when competitors are working together? Probably this is the answer. An invitation to luxury clients to question what drives their purchasing decision. Brand identities can’t compete and can’t be confused but, ironically, can collaborate.
From the 15th of November, The Hacker Project will be launched in 74 special physical spaces worldwide and displayed with an exclusive re-conceptualised setting, built around the idea of hacking and overpowering. The collection presents cross-branded items, including ready-to-wear pieces and accessories, that combine the aesthetics of Creative Directors Alessandro Michele and Demna Gvasalia, within a new and emblematic style come together to create something we have never seen before