It seems like every week, we read about a new Stella McCartney collaboration: Stella and LeSportsac, Stella and Bendon, Stella and Target.
Today, it's a small capsule collection for Notify Denim. All profits go to Marine Connection, a UK organization that provides aid to the world's oceans and sea life.
As can be expected from the designer, the move champions a great cause. But how many projects can she take on before something suffers?
Yesterday, Giorgio Armani addressed a similar issue within his own company. He vowed to "fine-tune the organization behind the company," after allowing his name to be used on Vespas, sports gear, and even creepy Second Life characters.
The Italian legend admitted to offering, "too many choices," promising to better "edit" the products bearing his name.
Armani's been a commercially successful designer, with multiple lines and licensing deals, for 50 years. Focusing on exclusivity is a major business shift and one we think will serve him well.
It's great to make high fashion accessible to the masses, but there's a line between accessibility and oversaturation.
How many lines can bear Stella's name before people don't take her seriously anymore? We love the luxury clothes Stella sends down her own runway. But we think a little focus might be in order.
Nothing kills good momentum like repetition.
posted by missryanm
Nov 07, 2007 2:03PM
stella has been very honest about using collaborations as a means to build her brand. as long as the product remains consistently excellent (as in stella mccartney by addidas amazing), i think it's a brilliant business model.