Yohji Yamamoto’s online-only fashion label S’YTE has teamed up with Netflix series Stranger Things to launch a collaborative capsule aptly titled the 'S’YTE x Stranger Things' collection.
The new collection embraces S'TYE's "anti-mode" design theme, leveraging premium fabrics and materials to deliver a range of elevated, everyday looks. The collection consists of a range of garments, including sweatshirts, hoodies, jackets, jacquard knits, and t-shirts, all of which boast unique cuts and color combinations.
All items come dressed with iconic imagery taken from Stranger Things, including key characters, places, and moments. The imagery is delivered as a series of stylized graphics that do not immediately jump out as belonging to the hit show. Instead, the graphics draw on the Stranger Things' horror symbolism, which aligns nicely with S'TYE's dark and ominous design codes.
TV Show-Themed Streetwear
The New S’YTE x Stranger Things Collection Launches Ahead of Season Four
Trend Themes
1. TV Show-themed Fashion - The trend of collaborating with popular TV shows to create themed clothing lines offers opportunities for disruptive innovation in marketing and merchandising.
2. Anti-mode Design - The anti-trend of anti-mode design can be a disruptive innovation in fashion as it explores new design aesthetics and breaks traditional fashion norms.
3. Horror Symbolism - Using horror symbolism in fashion can be a disruptive innovation by creating a unique and edgy style that appeals to the younger generation.
Industry Implications
1. Fashion - The fashion industry can explore disruptive innovation opportunities by collaborating with popular TV shows and exploring anti-mode design and using horror symbolism in their collections.
2. Entertainment - The entertainment industry can explore disruptive innovation opportunities in merchandising and marketing by collaborating with fashion brands to create TV show-themed clothing lines.
3. Marketing - Marketing professionals can explore disruptive innovation opportunities by using TV show-themed clothing lines to create unique and engaging marketing campaigns that appeal to younger audiences.