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.