Dior, Kenzo, Prada… When the luxury houses multiply the number of sneakers collaborations

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The rumour of a second opus of the very recent collaboration between Dior and Nike is inflaming sneakers addict. After the long-awaited Dior x Air Jordan 1 High and Low were released a few days ago, the very knowledgeable @py_rates_ announced on social networks the release in 2021 of a Nike Air Max 95 reinterpreted by the artistic director of the men’s collections of the house of Dior, Kim Jones.


This model could be available in two new colors: Black/Volt and Black/Orange Total, and is already a hit with sneaker enthusiasts. However, no official information has been published for the moment.


A first winning shot for Nike with the Jordan


Presented last December on the occasion of the 2020 pre-fall men’s fashion show in Miami and after a six-month wait, the long-awaited limited edition Dior x Air Jordan 1 High and Low sneaker marked the first collaboration between the haute couture house and Nike.


© Dior


“These days, all the big names are mainstream brands. But it’s true that this collaboration has been the subject of an internal debate which has gone all the way up our organisational chart,” reveals Kim Jones. “And in the end, everyone was enthusiastic about the idea. Who wouldn’t know it! Nike has never partnered with a fashion house. And if the comma brand had existed in Mr. Dior’s time, he probably would have collaborated with it. Because he would’ve loved his mindset, his innovative spirit. Nike is the best of the best in sportswear. Like Dior, for fashion!”


The 500 copies of the famous sneakers had been sold “first come, first served” on a dedicated mini website. A success for both brands.


Instant “cult” pieces


Combinations between luxury houses and sneaker brands are breaking into the fashion sphere. Kenzo recently unveiled a capsule collection in collaboration with the sneaker brand Vans.


© Kenzo


The sneaker craze is propelling freshly released pieces to cult status. Real iconic pieces collected by sneaker enthusiasts. Their synergy with the know-how of haute couture houses adds to their specificity and singularity.


As for the luxury brands, it is a privileged opportunity for them to address this large generational community.


The cult of the sports equipment manufacturer


Sportwear has always promoted equality in dress. At the height of the sneakers phenomenon, luxury labels seized the trend to develop unisex pieces combining know-how with sports equipment manufacturers.


© Prada


At the end of last year Prada worked hand in hand with Adidas to sublimate the emblematic pieces of the equipment manufacturer and of the streetwear movement: the Superstar sneakers and the Adidas bowling bag. A unisex collection that has found a buyer among the millenials.


Sneakers brands benefit from an unbounded attachment of their consumers who feel very attached to their favourite brand. As their desirability is proportional to that of luxury brands, collaborations systematically prove to be successful.




Featured photo : © Dior[/vc_column_text][/vc_column][/vc_row]


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The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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