Spring 2023 is officially upon us, which means that the season’s biggest brand collaborations are also en route. The past week has seen H&M and Mugler confirm May 11 as their launch date, with a campaign featuring rising stars Amaarae, Shygirl, Eartheater, and Arca — and, of course, lots of mesh bodysuits.
In other news, Adidas and Beyoncé have officially ended their Ivy Park collaboration. An unsurprising headline seeing as in 2022 the Beyoncé-led brand generated less than half the sales it did in 2021, barely reaching revenue of $40 million.
From Tommy Jeans x Aries, to Supreme x Undercover, streetwear managed to claim the top drops of the week title. We look at the former below, along with Beyoncé’s Balmain merchandise collection and Jeremy Scott’s project with Hyundai.
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Beyoncé x Balmain
Date: March 24
Verdict: Taking the meaning of artist merchandise to new heights, Beyoncé has designed a couture collection with Balmain’s creative director Olivier Rousteing. Inspired by her Renaissance album, there are 17 looks for the 16 tracks.
The collaboration follows on from the 2018 Balmain custom merch worn by the star at her Glastonbury headline performance. It ticks boxes for utilizing the power of fan culture and combining the artistry of two industries: music and couture. However, the release arrives within the same week that Beyoncé’s Adidas-owned Ivy Park has been terminated. Will this move redeem the singer’s rep in the fashion world?
Tommy Jeans x Aries
Date: March 29
Verdict: Tommy Jeans sure knows how to cater to Gen Z. This year, it has already launched its own Depop store and a viral Shawn Mendes collaboration. Now, it is working with Aries, one of the hottest streetwear names in town. Sofia Prantera’s luxury streetwear brand is known for celebrating youth subcultures and collaborating with nostalgic Y2K favorites like Juicy Couture and Fila.
Seeing as Tommy Jeans prides itself on its early noughties, Aaliyah-led heyday, this collab makes a lot of sense for crossing consumer bases and feeding into Aries’ existing identity. Through collaboration, Tommy Jeans is finding cultural relevance, perhaps clambering for a return to that It-girl era. Will an Evisu or Baby Phat collab come next? Let’s see.
Jeremy Scott x Hyundai
Date: March 22
Verdict: The Hyundai Motor Company has invited world-acclaimed designers to upcycle vehicle waste to create clothes — a collaboration that celebrates artistic creativity and sustainability. Win, win. Re:Style is the latest chapter in the brand’s ongoing mission to be carbon-neutral by 2040 and have zero-emissions in its supply chain by 2045. The “Hyundai Re:Style Exhibition” will be held for the first time in South Korea starting on March 23, coinciding with the global launch of the all-new Kona Electric vehicle.
In terms of timing, it’s perfect as Jeremy Scott is in the headlines right now for leaving Moschino. The collaborative move positions both Hyundai and Jeremy Scott in the eco-fashion space; it’s a cultural campaign that feeds long-term reputation rather than short-term revenue.