Tuesday, 21 June 2011

Diffuse this bomb

" I respect everyone who does it , but the reason I didn’t do it is because I work very hard to put the Versace line in the luxury section. I think to put the Versace line in H&M would confuse the brand," Donatella Versace speaks to The Cut about the possibility of diffusion line (2008)

"I am thrilled to be collaborating with H&M and to have the opportunity of reaching their wide audience. The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere, " Donatella Versace speaks announces her latest diffusion line in collaboration with H&M (june 2011)

But a little hypocrisy doesn't hurt anyone and we're all guilty of it. We don't go through life as the same person with the same inflexible morals; throughout our existence we are constantly morphing into various entities with fickle wants and evolving needs. So don't hate on Donatella, we're all entitled to change our minds every once in a while.

Especially when it comes to these designer/highstreet collaborations....

Once upon a time, the morose mention of the diffusion line attrocity made me wince with disdain. Diluting the elusive quality of designer luxury, making exclusivity accessible and detracting all desire, wonder and fantasy from lusted after creations; what kind of fashion sadist would crave such a thing? I wanted to puke... But now, I'm pretty much over it. I was forced to eat my words and it tasted fine. 

Being pretty much poverty stricken, deprived of trend-led fashion and left to model Tesco's bargain-bin finest, I found myself among the target audience and have come to appreciate the value of these affordable collaborations for the satisfaction of stylish needs. After all, we are a part of an inclusive society with the right the experience any such privilege, should the opportunity occur.

And although it was the rationale which twirled my 180 re-evaluation, i suspect it was the dollar signs in her eyes left Donatella in a spin. Let's not forget November's Lanvin and H&M extravaganza, which saw a flurry of fashionable females step over each other in a bid to claw out the limited, soon to be sold-out, pieces. And the  frenzy did not only generate a rush of immediate sales, but also bred  lasting enthusiasm for the wider grasp of the Lanvin brand. Roberto Cavalli, Karl Lagerfeld and Jimmy Choo have all reaped the rewards of this monumental fashion progression, so why not Versace?

As one of fashion's most poignant dictatorships, Versace has cultivated an influential empire whose signature designs have characterised generation, after generation since its 1978 inception. This line will explore Versace's "vibrant heritage" of trademark leathers, studs and prints which defined the sexy 1990's supermodel strut. Furthermore it's a timely and strategic manoeuvre, following Lady Gaga's vow to adorn nothing but Versace for the next two months, delving into the coveted archives which have been opened specifically for her royal gaga-ness. Dear god,  is there any better advertisement?

The iconic flamboyance of the Versace aesthetic is sure to be reinterpreted within the pieces; much to the excitement of their legion of worshippers. Retailing in November, the collaboration will see both men's and womenswear lines, filled with sharp, tailored, party classics infused with the catwalk currency that carries Versace throughout the seasons.

Their legacy is lasting, thriving  and about to be heralded to a new market of followers who are hungry for a handful of diluted luxury (yes, my bitterness still lingers), leaving me to wonder, not only who is next, but also about the longevity of this trend and the ability to merge the designer and hightstreet outlets, whilst maintaining their identity...

Never say never: H&M have announced that it will be launching a collection with Versace, despite its creative director Donatella Versace (second from left) saying she would never design a diffusion line
Versace  ( a sneak-peak of what's to come)

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