SEEN. 3 x Partnerships We’re Loving

Pigalle x Nike

Pigalle’s founder and creative frontman, Stephane Ashpool, has expressed his deep love affair with basketball in several different ways over the years - from sneaker reworks, to films, to pro-actively coaching the kids of Pigalle. 

Pigalle & Nike have come together once again to update the court to reflect the colourways of their latest collaboration. The court is a permanent gift to the community of Pigalle, with new life breathed into the space with each collection. Ashpool revealed the court on Instagram with the caption “From us to the youth... Ill-Studio & Pigalle with the precious support of Nike”. 

Navigating the terrain of brand collaborations can be difficult - who has collaborated with who, high-lo, high-high. The climate is promiscuous, fast, fleeting and often superficial. Strong & committed for nearly a decade, Pigalle & Nike are our #couplegoals. 


THE NEW XX VIDEO IS ALSO AN AD FOR CALVIN KLEIN 

Calvin Klein collaborated with The xx to create the indie band’s latest music video, a nostalgic tribute to Los Angeles, with all characters in the seven-minute long film wearing Calvin Klein clothing. 

Raf Simons, the chief creative officer of Calvin Klein worked with photographer and lmmaker Alasdair McLellan on the creative concept and direction of the music video for ‘I Dare You’. McLellan previously directed The xx’s videos for ‘On Hold’ and ‘Say Something Loving’. 

Calvin Klein said in a statement that Simons saw “a connection between the videos and his own work” at the fashion brand. 

The music video features celebrities who have appeared in previous Calvin Klein campaigns: Stranger Things star Millie Bobby Brown, who fronts the “Calvin Klein by appointment” work; Moonlight actor Ashton Sanders, who is in the Spring  2017 men’s underwear ad campaign; and model and actress Paris Jackson, who attended this year’s Costume Institute Benefit in New York as a guest of the brand. 

It’s not uncommon for fashion brands and musicians to collaborate, the two seem to go hand in hand. Another example of this is between Louis Vuitton & Toronto born artist Drake who recently came together on a project - a song, based on LV’s latest menswear collection. The track ‘Signs’ is available via iTunes for 99p. With #LVxSupreme hoodies going for over $22,000 on eBay this week, this could possibly be the cheapest high-fashion collaboration you’ll ever get your hands on. 


DELTA X TINDER 

A brilliant activation, born from the insight that “world travellers are more likely to be swiped right”, with research stating 62% of men and 74% of women want a partner who shares their travel interests. 

In addition to the #DeltaDatingWall, Delta commissioned another wall in the middle of Brooklyn’s Smorgasbord foodie event reading “Go Where Your Food Is From,” designed by illustrator Hide Your Toys. 


SEEN is compiled by LOVE’s Head of Culture Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com.