Flannels is continuing its deeper than ever dive into the youth market and its latest product launch is a big one — DGVIB3, Dolce & Gabbana’s “revolutionary new youth-driven collection” — with an exclusive pop-up at Flannels X.
The pop-up at the chain’s Oxford Street, London flagship runs until 29 October and the collection is also available on Flannels’ webstore.
The new collection, which is said to be “inspired by the vibrant energy of the city” is an offer from Dolce & Gabbana that’s “driven by music, graphics, dynamic street art, and the unapologetic individuality that defines urban culture”.
Reflecting this, it features “bold new silhouettes, symbols, and colours; including oversized puffer jackets, hues of bright red and green, and graphic printed T-shirts”.
The pop-up sees Flannels X “transformed into an immersive city-inspired installation” with bespoke lighting, branded artwork and product displays, centred around an interactive London underground scene.
The partnership between the Italian luxury label and the British high-end chain comes as part of Frasers Group-owned Flannels’ ongoing Youth-Phoria multifaceted project.
The last six months has seen a blend of creativity, entertainment and luxury as it has collaborated on a number of experiential product initiatives. They include the global launch of Astroloubi (Christian Louboutin’s 90s-inspired sneaker); The Art Kiosk with artist Slawn; the launch of Kano’s exclusive CP Company capsule collection; and Beyoncé’s The Renaissance pop-up linked to her world tour.
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