From Gucci-Xbox to Meta’s Ray-Ban ‘smart’ glasses, fashion-tech collaborations that stunned in 2021


Tech brands partnering with fashion houses are nothing new, but there has been a lot of excitement lately about how these two different sectors are joining together in pursuit of a group of young clients with high disposable income in an increasingly social space of commerce. From luxury fashion labels that bring their designs to the hit Nintendo game Animal Crossing: New Horizons through virtual pop-ups to MicrosoftThe Xbox team has partnered with Adidas to create limited edition Xbox sneakers, and it seems that fashion and technology are becoming more and more intertwined. In fact, cooperation in the field of fashion and technology will be much deeper and stronger in metaverse where the real and digital worlds collide.

In the past few months alone, the world’s largest tech brands and luxury fashion houses have begun collaborating on technology and fashion. Collaboration in the field of fashion and technology is not only an important marketing and PR tool, but also creates something truly new. Even if the collaboration isn’t the main source of income, it builds brand awareness and keeps the hype around the product. These are some of the best fashion and technology collaborations we’ve seen in 2021.

Gucci and Xbox

For their anniversaries, Xbox and Italian luxury fashion house Gucci have teamed up to create a special edition Xbox Series X. The $ 10,000 package includes the Xbox Series X, Microsoft’s latest next-generation console to be laser-engraved with the Gucci Rhombi trademark. design. It also comes with a vintage Gucci tote, styled similar to the Fake / Not Fake luggage line launched last year.

The Gucci Xbox Series X Special Edition will cost staggering thousands of dollars. (Image credit: Gucci)

The kit also includes two Xbox controllers with Gucci’s patented left grip strip. In addition, the package also includes an Xbox Game Pass subscription. You are literally paying a whopping sum for this limited edition Xbox Series X, which usually sells for Rs 50,000, for the Gucci name. A carry bag with an ‘Xbox’ embossed on the bag increases the price of the kit, as a similar bag from the Gucci Fake / Not Fake line retailed for about $ 5,800 last year. Gucci will sell just 100 Xbox Series X consoles in its most prestigious stores, including stores in New York, Beverly Hills, Milan, London, Berlin, Beijing and Tokyo.

Ray-Ban and Meta

Meta’s (formerly called Facebook) The partnership with Ray-Ban is not limited to the release of a limited edition product or collection in small quantities at select retail locations. This “product dump” strategy is an industry-wide phenomenon, and the hype business works for several reasons. But Meta’s $ 299 smart glasses offer with Ray-Ban’s parent company, Luxottica, is about moving the company into the metaverse. The glasses, dubbed Ray-Ban Stories, are similar to devices like the Snapchat Spectacles.

Ray-Ban Stories is seen as a direct competitor to Spectacles Snapchat. (Image credit: Ray-Ban)

These are by no means augmented reality (AR) glasses, but rather smart glasses that allow people to capture images hands-free, listen to music and make calls. The smart glasses come in three styles, including the Ray-Ban The Traveler, which is a fashion icon and has been featured in many iconic films, including the classic 1961 film Breakfast at Tiffany’s. Some may find these glasses creepy and invasive of privacy, but in fact, they allow a glimpse into Meta’s broader vision to convey information to our eyes.

Tag Heuer and Nintendo

The Tag Heuer-Super Mario Limited Edition watch, probably one of the unexpected fashion and technology collaborations this year, demonstrates the strength of the Mario brand, the most beloved video game character of all time. In this case, Tag Heuer’s “long-term” partnership with Nintendo is ultimately aimed at reaching a new wave of rich but fashion-driven audiences that were previously unavailable. The collaboration with Tag Heuer and LVMH’s Nintendo is proof that the traditional luxury watch demographics are shifting from “wealthy older clientele” to millennial users.

The TAG Heuer Connected x Super Mario Limited Edition is a great way to show your love for Mario, a world-renowned cultural symbol. (Image courtesy of TAG Heuer)

The limited edition smartwatch, only 2,000 pieces priced at $ 2,150 apiece, features a Mario style complemented by a redesigned user interface and the classic “M” on the crown. This kind of collaboration works primarily because it is not co-marketing. On the contrary, the product is designed to reflect a unique perspective by combining different influences.

Tom Brown and Samsung

Known for his bespoke tailoring, American designer Tom Brown in collaboration with Samsung did exactly what was intended and made his name famous in technical circles. Lately, Brown has often partnered with the South Korean giant to add an element of exquisite luxury to Samsung’s high-end foldable phones.

If you are a fan of luxury smartphones then Thom Browne Galaxy Z Fold 3 is for you. (Image courtesy of Samsung)

Brown’s influence on a modern twist fits well with Samsung’s design spirit. The Thom Browne Galaxy Z Fold 3 Special Edition, which retails for $ 3,499, has the designer’s signature stripes in red, white, and blue. The kit also includes leather accessories, a Samsung smartwatch, a pen and a Samsung Galaxy headphone. The popularity of the Thom Browne Galaxy Z Fold 3 can be gauged by the fact that the limited edition kit, despite its high price tag, sold out in minutes in Taiwan when it hit the market earlier this year.

Berluti and Bang & Olufsen

Earlier this year, the two fashion and audio giants teamed up to create the lavish collaboration of the year. Luxury leather goods manufacturer Berluti and Danish audio brand Bang & Olufsen have teamed up to create something truly special. The limited edition of six, ranging from a waterproof Bluetooth speaker and wireless headphones to a home speaker, pays tribute to the heritage and craftsmanship associated with both brands.

Limited edition products from Berluti in collaboration with the Danish luxury audio brand are aimed at urban travelers. (Image credit: Bang & Olufsen)

Bang & Olufsen, a high-end fashion company, has taken some of its most iconic products and crafted them from the iconic Berluti Venezia leather. However, the collection is not cheap. For example, the Beolab 90 Berluti Edition speakers are custom made and cost $ 137,000, making them the most expensive audio system B&O has ever built.


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