A major collaboration between Frieze and Gucci, Second Summer of Love is a new series of films exploring the year 1988’s enduring impact on international contemporary culture. Music has always been part of the culture and identity of every person. As a Luxury brand, the merge and collaboration with bands is a very important way to gain loyal customers.
Some artists say that the collaborations between disciplines is what really legitimizes their work. Musicians with painters, writers with filmmakers, dancers with actors. And in fashion this has always taken to the extreme: collaborations have been there since the beginning of time. Friends want to work with their friends. The reason to join forces should always be to achieve something you could never achieve alone and changing the perception of your brand thanks to that union; the sum of two references must always result in a completely new third.
For decades, the border that divides music and fashion has slowly faded. Every season we see new alliances between renowned artists and designers, who combine their talent to create unique pieces that both fashionistas and fans wish to own. Although it is not a surprise to see this kind of synergy, it is a delight to admire the result of the union between creative giants.