New-to-market label Collusion to launch in October – a brand ‘for the coming age,’ shaped by, and for, an audience who demand something different from the fashion industry.
Re-thinking fashion categorization, and concepted as gender-fluid, the affordable label comes with the backing of global fashion authority, ASOS.
Collusion: to play together
Prefix: col-, meaning ‘with’ or ‘together’ Verb: ludere, meaning ‘to play’
6 September 2018: For the past year, six young people have been working to shape a new fashion line.
The line-up of students, stylists, activists, image-makers, authors and YouTubers – each with their own influential online voices and diverse followings – have taken the label to places it could never have gone alone. The result is Collusion; a new-to-market fashion proposition anchored by the ideals of collaboration, inclusivity and experimentation.
The brand model sets out to be constantly evolving, and never fixed. The label targets a new generation and as such, real members of that audience - chosen for their commanding voices - will continuously be invited to reimagine and reshape what Collusion is.
Launching globally on 1 October 2018, Collusion will be a manifestation of what this first contingent of six want the future of the fashion industry to look and feel like. Working in collaboration with a team of standalone designers and creatives assembled by ASOS, each industry experts in affordable fashion, the six are consumers of, consultants to, and architects of this brand. Their brief: to realize an authentic, vibrant wardrobe which speaks directly to themselves and their Gen-Z peers.
The label will launch with a national campaign, capturing 100 young people living in Britain who have turned, or will turn, eighteen this year.
Each of the 100 are seen in environments which are deeply authentic to them, in
their hometowns of London, Glasgow, Birmingham and Brighton. Each of them are spotlit for the unique story they have to tell. Each of them are asked a simple question: “What do you wish for, in the year you come of age?”
The work becomes a group portrait and visual census of Britain's youth at a unique moment in time. The ambitious project is a combination of fashion campaign, poignant artwork and social experiment. Behind the campaign is a formidable line-up of British creatives led by director Dan Emmerson and photographer Tom Sloan.
More details – including the line-up of Collusion collaborators – will be announced soon.