Honda is getting into fashion with Jennyfer, its first clothing collaboration.
MODE – Vroom vroom. It’s not the sound of the engine this big bike which has just spun at full speed, but indeed the one inspired by the new collection of the French brand of fashion Jennyfer, available in stores since October.
It’s about tight crop tops with short or long sleeves, XXL or zipped t-shirts like a second skin, a black, white, red and blue fleece jacket, but also a big bomber. The whole thing, flocked with the words ” speed-racing on the front or an imposing logo. Not that of the clothing brand, but of the Japanese car manufacturer Honda, which signs, here, its first collaboration with the world of ready-to-wear.
” Let’s forget about jogging and make room for racing », encourages Jennyfer in a press release. With its unique capsule, the brand invites us to claim our ” love for speed “according to cuts close to the body” to emphasize our silhouette “. Something to surprise Dinah Sultan, stylist at Pecler’s Paris, a trends agency. ” I would have never seen these two brands meet “, concedes the latter.
On the other hand, this is not the first foray of a car (or motorcycle) manufacturer into fashion. We remember Porsche, last April, and its Rimowa suitcases perfectly adapted to the trunk of its vehicles. Or, this summer, the partnership between Yamaha and Maëva Marshall, renowned French model and fanatic of two-wheelers. For its part, Ferrari has launched its own clothing house and has been parading, since the summer of 2021, at each Milan Fashion Week.
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Ferrari parade, Milan, September 2022.
The alliance of these two worlds, a priori very distant, is not surprising. It’s a win-win. ” For the fashion brand, it allows it to dig into an aesthetic that is not necessarily its own, in somewhat nervous codes, impactful graphicsanalyzes Dinah Sultan. As for the car brand, it is thus extending towards a more lifestyle universe,” compatible with its current quest for fantasy, as evidenced by the recent bodywork by visual artist Jeff Koons imagined for BMW.
The idea: to capture a new clientele. Not from a sales standpoint, but more from a branding perspective. ” Fashion allows these manufacturers to continue to be talked about, as they emphasize their transition to electriccontinues the expert. This brings the brand image to life through clothing for these generations who, today, question our use of cars a lot. »
Balenciaga and Kim Kardashian
Fashion’s fascination with motor sports has always existed, particularly in men’s wardrobes, which were greatly inspired by bikers and their perfectos, leather jackets created by the Schott brand in 1928. This breakthrough women is however more recent and settles rather in the autumn-winter 2022 collections, those currently in store.
You can find it in the accessories, like in the gloves. At Gucci, they look like padded yellow mittens. At Dior, same color, but their length recalls that of so-called “opera” gloves.
Black dress and opera gloves at the Dior show, March 2022.
Dior show, March 2022.
As for Louis Vuitton and Balmain, we bet on dresses, jeans and jackets whose shoulder pads, torso or knees are as if shelled, similar to armor or Formula 1 outfits. , according to the magazine IDfrom an era where fashion “takes a closer look at technology and clothing as a tool of protection”.
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Balmain fashion show, March 2022.
And it works. Among people, Kim Kardashian and Aya Nakamura have both been seen with the same Balenciaga leather jacket. That of Julia Fox comes from Diesel. Kylie Jenner got into it. Bella Hadid, great trendsetter, too. ” It gives them an image of ‘powerful’ women, observes Dinah Sultan, according to whom the imposing build of these jackets looks like a shell. There is an idea of differentiation, of borrowing from so-called ‘masculine’ dress codes. »
Pop culture, which for several years has been immersed in the world of motor sports, has encouraged the rise of the fashion phenomenon. The latest album by the queen of “flamenco pop” Rosalia is entitled MOTOMAMI, a mixture according to her of aggressiveness and softness which joins the dichotomy between delicacy and hardness of this fashion trend. On Netflix, the series Formula 1 made a hit. Before that and more perched, Titanium by Julia Ducourneau received the Palme d’Or in 2021.
Kim Kardashian gets out of her car in her motorcycle gear, here in March 2022, in Los Angeles.
The other gear lever is the “logomania” trend. Small or huge, the brands show off their logo on every garment, every accessory. And when it’s not their logo, it’s their name. A bit like the sponsors on the bibs of Lewis Hamilton, Max Verstappen and other racing drivers.
That being said, contrary to what Jennyfer presupposes in her press release, the current is not inherited from sportswear, a fundamental trend of the last ten years. ” Motorsports suppliers live in a very different ecosystem, they don’t really have stores all over the streets, assures us the Pecler’s specialist. It’s another universe, a new source of inspiration. » Come on, we spend the second and we do not forget his helmet.
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