Killing Two Birds with One Stone: Fast Consumption Trends & Targeting Gen MZ

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Photo provided by Dior Amour Capsule Collection

The launch of luxury brands' capsule collections is in full swing.

This is to target consumers with new and diverse products in line with rapidly changing consumption trends and fashions, as well as to meet the expectations of the rising big spenders of Gen MZ (Millennials + Gen Z).

According to industry insiders, luxury brands are increasingly releasing 'capsule collections,' with Dior unveiling the 'Dior Amour Capsule Collection' capturing moments of escapade and play, followed by Mulberry presenting the 'Typography Capsule Collection' in celebration of its 50th anniversary.

In addition, luxury brands such as Louis Vuitton, Gucci, and Fendi are also introducing capsule collections through collaborations with new brands or artists. Recently, Louis Vuitton launched the menswear line 'LV X NBA Capsule Collection' through a partnership with the NBA (National Basketball Association).

Photo provided by Dior Amour Capsule Collection

Capsule collections are collections announced more frequently in smaller units, reducing the variety of products compared to the Spring/Summer (SS) and Fall/Winter (FW) collections. The term "capsule" refers to small plastic containers for powder medicine or enclosed spaces in spacecraft for astronauts, but in fashion, it denotes a collection smaller than usual.

Especially, capsule collections are gradually increasing in demand based on their rarity, while stimulating the consumption desires of the trend-sensitive Gen MZ.

Dior Capsule Collection Attracts Attention

The capsule collection launch by Dior among luxury brands stands out. Following the ‘Dior Amour Capsule Collection’, Dior has unveiled the Dior X Sacai capsule collection, targeting the Gen MZ.

This Dior Amour Capsule Collection, inspired by the world of fairy tales and presented by Maria Grazia Chiuri, features the D-Chess check print and D-Royaume d'Amour motif that highlight a loving heart, resulting in the creation of Dior Addict sneakers and Dior Book Tote bags.

Photo provided by Dior Amour Capsule Collection

Particularly, this capsule collection uses a specially designed heart-shaped Cannage version to capture attention with various leather accessories including the Lady Dior and Dior Caro bags, along with unveiling special looks such as sweaters, T-shirts, silk scarfs, and bucket hats. Dior Maison is also raising expectations by presenting must-have items unique to this collection, such as plates, mugs, and candles, featuring unique colors.

Dior 2021 Winter Men's Capsule Collection

Dior also unveiled the 2021 Winter Men's Capsule Collection, which garnered attention through another collaboration between Dior's men's artistic director Kim Jones and American painter and visual artist Kenny Scharf. This capsule collection pays tribute to Monsieur Dior's creative passion through Ace, King, and Queen of Hearts decorations, enhancing the collection's appeal.

The addition of Kenny Scharf's surreal pop art sensibility through silk scarf-style prints adds a fresh touch to shorts and shirts with card motifs and the Dior Oblique motif.

Additionally, a vibrant blue color version of the print has been transformed into a black jacket, capturing attention.

Dior 2021 Winter Men's Capsule Collection

This capsule collection allows for the creation of a sophisticated sportswear look with accessories such as the must-have B23 sneakers, silver necklaces, and bucket hats, along with short-sleeve T-shirts featuring a playful reinterpretation of the Dior logo and a smiley face decoration.

The Dior X Sacai capsule collection, notable for its black and white palette, and the ‘Dior Riviera Capsule Collection’, capturing the joyous moments like a beach getaway, are also garnering attention.

Dior 2021 Winter Men's Capsule Collection

Louis Vuitton, Gucci, Fendi Launch Successive Capsule Collections

Louis Vuitton has launched the men's line 'LV X NBA Capsule Collection' through a partnership with the NBA (National Basketball Association).

The collection consists of various products combining Louis Vuitton and NBA emblems, from leather jackets to handle trunks, gym bags, and slip-ons. Louis Vuitton presents this collection at the Shinsegae Times Square pop-up store.

Fendi 21SS Vertigo Capsule Collection VR Space

Fendi launched the 'Vertigo Capsule Collection' in collaboration with visual artist Sarah Coleman. Additionally, artistic director Kim Jones's debut collection, the 2021 SS Couture products, were reinterpreted to present a 'Limited Edition Capsule Collection'. The explanation is that the main designs of the previous couture collection were reinterpreted to be more wearable. Previously, Gucci also launched the 'Kai X Gucci Capsule Collection' in collaboration with Kai from EXO, which became popular.

Photo provided by Kai Gucci Capsule Collection

The 'Kai X Gucci Capsule Collection', for the first time globally, especially features a blue sweater with a teddy bear print and GG logo, pants with cute embroidery, and a zip-up jacket with a teddy bear pattern, all blending with the Gucci Epilogue collection for a stylish look.

Photo provided by Kai Gucci Capsule Collection

In addition, MaxMara unveiled the '7 for 70' T-shirt capsule collection in celebration of its 70th anniversary, and Acne Studios also attracted attention by presenting a print capsule collection in collaboration with artist Grant Levy-Lucero.

Photo provided by MaxMara

MaxMara's '7 for 70' T-shirt capsule collection consists of seven special edition T-shirts inspired by seven artists, creating a unified story through various images.

Photo provided by Acne Studios

Acne Studios has unveiled a special print capsule collection for the 2021 Fall/Winter season in collaboration with LA-based artist Grant Levy-Lucero. Known for his paint pottery inspired by pop culture and ancient times, Grant Levy-Lucero has incorporated his interpretation into the capsule collection's prints, featuring hand-painted signs around California and a classic American iconography with a twist.

The British luxury fashion brand Mulberry also celebrated its 50th anniversary by introducing the third limited edition 'Typography Capsule Collection'.

This capsule collection features a modern graphic design using Mulberry's signature typography, showcasing the brand's DNA while being made from 'Eco Scotch Grain', embodying Mulberry's 'Made to Last' promise for a sustainable future.

Photo provided by Mulberry

Global fashion house Fendi introduced a capsule collection in collaboration with New York-based visual artist Sarah Coleman. To celebrate, Fendi Korea launched a mobile-exclusive VR space completed in collaboration with global fashion tech company UMR and W KOREA magazine.

Photo provided by Fendi

The Fendi Vertigo VR space perfectly integrates with the collection's main themes of outdoor and glamping, featuring never-before-seen virtual realities with backgrounds of forests with cascading waterfalls, the Milky Way with falling stars, and hot deserts. Users can freely move to the space of their choice, and models Baek Yoon Young and Park Tae Min standing against these backdrops can be viewed in 360 degrees, or touching interested products provides a preview linking directly to Fendi.com for convenient purchasing.