In the last few years, more and more start-up companies have been using art fusion to catapult themselves into category ‘players.‘ A great example is The Cambridge Satchel Company. The start-up fashion brand with one inexpensive bag design became a fashion media darling seemingly overnight. One of their first collaborations was with Japanese fashion label Comme des Garçons, making a series of fluorescent satchel bags into a multi-million pound phenomenon. Instantly.
Learning from their victory, The Cambridge Satchel Company continued with an even bolder approach, collaborating with celebrated textile design visionaries, Basso & Brooke on a line of limited edition satchel bags for the London fashion week in 2012. The limited-edition run of 100 B&B Cambridge Satchel Bags, priced well above the fluorescent series, were sold out immediately and cemented The Cambridge Satchel Company’s reputation as ‘it’ bag makers.
Currently, fashion brands are the most comfortable with using art fusion to their advantage, mainly because the movement was born in the fashion world. But does the theory work for products as mundane as dish soap or as mechanical as cars? Stay tuned for the next post.