Calida and Viktor & Rolf unveil collaboration at Neonyt
today Jan 20, 2020
Viktor & Rolf’s collaboration with Swiss premium underwear brand Calida made its debut at Berlin trade show Neonyt last week. The exclusive collection, titled ‘We want a better world’, is 100% composable and embraces a unique Cradle to Cradle Certified approach to design.
“The goal of the collaboration is to show that high fashion and sustainability can work together perfectly. Sustainability doesn’t have to be at the expense of design, and high fashion and the highest sustainability standards are not mutually exclusive,” said Patricia Schölly, PR Manager at Calida, at the brand’s stand in hangar 4.
The message ‘We want a better world’ is inspired by Viktor & Rolf’s Fashion Statements collection, and defines the philosophy behind the collaboration.
The collection features loungewear and sleepwear for men and women, with prints and colour combinations drawing inspiration from vintage 1970s PJ styles. Globes, roses and trees appear throughout across styles and product categories.
“Viktor & Rolf’s DNA is also reflected in the design. The ruffle T-shirts and prints are typical of the brand,” Schölly continued.
The collection will drop in two phases. The first capsule for Spring/Summer is set to launch in May comprising 23 styles, including T-shirts, seamless underwear, PJs, boxer briefs and shirts.
The second delivery will launch in October, just in time for the Christmas season. It will expand the range with about 40 new styles across daywear, loungewear and nightwear.
To celebrate the collaboration, the companies will unveil a marketing and merchandising campaign that will run in German-speaking countries from May. And in line with the range’s sustainable message, the collection will use environmentally-friendly packaging.
Prices for the collection range from €24.90 for a pair of briefs to €129 for sweatshirts and joggers.
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