The new M.I.A x Versus Versace collaboration is launching October 16th. The provocative rap artist is putting her design hat on for the more affordable Versace line. M.I.A. drew inspiration from the counterfeit Versace items she observed in London’s bazaars as a youth.
M.I.A and her friends will star in a GIF-formatted campaign that feature them wearing the clothes – which feature a bastardization of the Versace logo in classic bootleg style on jersey dress, silk-screened shirts and military jackets - in various marketplaces throughout London shot by Jaime Martinez.
Of the collection, M.I.A. says, "Versace designs have always been bootlegged, now it’s Versace bootlegging the bootleg for the bootleggers to bootleg the bootleg. This is to keep that cycle going." Donatella Versace also spoke out about embracing street style and music counter-culture.
Counterfeit-Inspired Celebrity Fashions
The M.I.A. x Versus Versace Collection is Crime-Inspired
Trend Themes
1. Counterfeit-inspired Fashion - Opportunity for designers to create fashion lines inspired by counterfeit items, embracing the unique aesthetic and cultural significance.
2. Celebrity Design Collaborations - Collaborations between celebrities and fashion brands offer a disruptive approach to creating more affordable and relatable fashion lines.
3. Street Style Influence - The embrace of street style and music counter-culture in fashion presents opportunities for brands to tap into a wider range of consumers.
Industry Implications
1. Fashion - Fashion brands can explore the counterfeit-inspired trend and collaborate with celebrities to attract a larger market segment and generate buzz.
2. Design - Designers can find inspiration in the counterfeit fashion aesthetic and create innovative designs that resonate with consumers looking for unique and culturally significant pieces.
3. Marketing and Advertising - Marketing agencies can leverage the street style influence trend to create engaging campaigns that resonate with consumers and tap into their desire for authenticity and individuality.