atmos and GUESS Join Forces for a Capsule Designed for SS19
References: journal.atmos-tokyo & hypebeast
atmos and GUESS work in collaboration for the Spring/Summer 2019 season, introducing a capsule that celebrates both of the labels' heritage. It blends design cues from atmos' Japanese roots and GUESS' American upbringing -- this collection marks the duo's fifth time working together.
The series showcases original GUESS logos with new cuts accompanied by a selection of logos complete in a plethora of styles and colors across graphic tees, headwear, and bags. The signature pastel hues drawn from GUESS' archives adorn a selection of the seasonal pieces along with the signature upside-down triangular logo that has been reimagined with a variety of colors and split into two. Some notable items from the capsule include the short sleeve sweater with a middle cut and the reversible bucket hat.
The series showcases original GUESS logos with new cuts accompanied by a selection of logos complete in a plethora of styles and colors across graphic tees, headwear, and bags. The signature pastel hues drawn from GUESS' archives adorn a selection of the seasonal pieces along with the signature upside-down triangular logo that has been reimagined with a variety of colors and split into two. Some notable items from the capsule include the short sleeve sweater with a middle cut and the reversible bucket hat.
Trend Themes
1. Cross-cultural Fashion Collaborations - This trend highlights the opportunity for brands with differing backgrounds to come together and create unique designs that celebrate their individual heritages.
2. Incorporating Heritage Into Designs - This trend explores the use of cultural references and design cues from different parts of the world to create fashion collections that stand out from the crowd.
3. Upside-down Logo Reworks - This trend involves taking a brand's existing logo and reimagining it in bold new ways that add a fresh layer of excitement and interest to the design.
Industry Implications
1. Fashion and Apparel - There is an opportunity for brands to collaborate with others in the fashion industry or other industries to create new, unique design collections.
2. Streetwear - This industry can benefit from the use of design cues and references from different cultures around the world to create streetwear collections that are more diverse and inclusive.
3. Accessories - Accessories like hats and bags provide a great canvas for designers to experiment with incorporating different design elements from their own cultural heritage or that of others.
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