MONKEY MAGIC: THE FUTURE OF FASHION
Why would an Italian luxury brand team up with Japanese ‘street’ label A Bathing Ape? Because, says Susie Rushton, this mix of the urban and the über-luxe is the future of fashion. Source: www.news.independent.co.uk
For the global launch of what Fendi hopes will be the cult bag of 2007, the company decided to try out a new marketing approach. It chose Tokyo as the location and, instead of simply recreating its European ready-to-wear catwalk show in Japan as a way to create local buzz – as Chanel and Louis Vuitton have done in recent seasons – Fendi threw a hip-hop party. The event, staged in a purpose-built yellow marquee in the middle of the 1964 Olympic Stadium, targeted the hard-to-impress Tokyo fashion insiders. Headlining the night, Kanye West flew in to play a set for the crowd of 700. And who played host at the party? Neither Silvia Venturini Fendi nor Karl Lagerfeld – but Nigo, the 34-year-old entrepreneur behind A Bathing Ape, who has become a close friend of Venturini Fendi and the company CEO Michael Burke.
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