Nike and Tiffany & Co: Do we need yet another fashion crossover?

And this Nike X Tiffany one sits where, exactly?
Though we won’t know until March (or possibly later, if it ever makes it to Australia) if the collaboration will succeed commercially, that is, if it sells, there has already been some backlash to the design details that were released. One user on TikTok called the sneakers the “most basic, lazy, uninspiring design ever”, and memes including a death-staring Meryl Streep (as fictional magazine editor Miranda Priestly from The Devil Wears Prada) have been doing the rounds. Some fans have channelled their disappointment into creativity by using AI to create the shoes they wish were in the collaboration instead (neither brand responded to questions from this masthead about whether more blinged-up runners were on the cards for a future release). Amy Odell, the author of a biography on US Vogue editor-in-chief Anna Wintour, wrote on her Instagram account the collaboration has “viral advent calendar energy”, a reference to the over-hyped and over-priced Christmas products made by the likes of Chanel and Dior that turned out in many instances to be expensive samples and packaging. We contacted Nike and Tiffany for comment about the collection and if it will be released in Australia, but no response yet.

Ouch. The brands must be quaking in their high-tops.
Not necessarily. According to luxury brand consultant Camille Thioulouse, who has worked with Rebecca Vallance and Prada, collaborations are often a low-risk undertaking for the companies involved. “This strategy taps into the highly engaged and culturally influential communities to drive both sales and hype.” She says aside from sales, often the purpose of collaborations, which in this case is about celebrating the 40th anniversary of the Air Force 1, is about brand awareness, aka marketing, aka attention, aka “buzz”.

You mean articles just like this.
Have you seen my Miranda Priestly impression?

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