design merged; a look at the collab of Gucci and Balenciaga

This week Gucci and Balenciaga introduced a capsule collection with intense crossover between the designs, silhouettes and textiles of the fashion houses (which are both owned by the same French parent company: Kering.) What’s more interesting, is that this is the SECOND time there has been a “hackers project;” the first time around, it was so popular that the line sold out within minutes. Balenciaga and Gucci sites each have different items featuring silhouettes of classic bags from the “hacked” company with graphics and detailing from the other. A nod to 1990’s logo-mania, this interesting collaboration is popular because it’s incredibly collectible but there’s something else here too…

There is an intimacy to a brand that is able to jest at its own identity. Balenciaga and Gucci are bringing a humanity to their iconic designs by allowing them to be flawed or “hacked.” This is a genius move on the part of the designer because the blurring of boundaries pulls down the stoic, corporate facade and creates an intimate glimpse into something, an idea of a brand, that seems impenetrable and untouchable: luxury brands behind the scenes. By allowing us, the consumers, to be “in on” the “hack,” it brings us into a flawed world we can relate to and perhaps even love. The story is everything.

Photo courtesy of GUCCI.com