Dark matter: Global fashion collaborates locally

16.02.2010 New York : Collection : Spring

New York – Forgoing the runway for a moment, Yves Saint Laurent has turned its attention to a budding group of fashionistas and is helping to create a collection exclusively for a small boutique in NYC.

Atelier, a small menswear store well-known for clothing from the likes of Ann Demeulemeester and Damir Doma, has caught the attention of YSL’s head designer Stefano Pilati. Pilati has created an exclusive 17-piece spring collection for the store; only six examples of one item, an extremely limted bag, will be manufactured.

This micro-sized collection captures the luxury of the longstanding fashion house alongside the store’s own dark, broody aesthetic. It demonstrates how a big brand name can appeal to a localised and specific group of fashion enthusiasts through shrewd collaboration.

Hyper-localisation and the ways in which brands can tap specific pockets of consumers will be explored further in our forthcoming Beyond Retail macro trend.

Collection by YSL for Atalier, New York Collection by YSL for Atalier, New York
Collection by YSL for Atalier, New York Collection by YSL for Atalier, New York
Collection by YSL for Atalier, New York Collection by YSL for Atalier, New York
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