26 REAL-LEADERS.COM / SPRING 2022 ETHICAL FASHION Radical Inclusion: Eliminating Prerequisites for Shopping with a Brand The rise of unique brand collaborations speaks to the trend of radical inclusion, which offers fresh experiences to the real humans who follow their brand. We’ve all had that moment where we’ve tried to make our sweatpants and casual home clothes more professional for our zoom calls or practical for making bread in between meetings: What does business casual or athleisure even mean anymore? Are we heading toward a space where we want our clothes to be comfortable, stylish, and fashionable? The answer is yes, and it means finding ways to work and design together to cross-pollinate unique audiences and expose new faces to fashion markets. Gucci collaborated with The North Face on a range of products based on the spirit of exploration and connected two seemingly disparate dots — a rugged outdoor American brand and an Italian luxury label. A unique logo for the campaign combined The North Face’s curved graphic with Gucci’s iconic green-red-green stripe. But the fun didn’t end there. Both brands launched a partnership with Pokémon Go to create digital avatar outfits available at 100 PokéStops globally. What are some out-of-the-box collaborations you can make with your brand? Customers today are not single-issue buyers. Currently, brands have a golden opportunity to celebrate diversity and expand in meaningful ways that resonate with different groups. So who are you leaving out of the conversation when designing for your customers? Here are a few fashion collaborations designed creatively with customers’ concerns in mind, removing all stereotypes along the way, and opening doors to increased market share. 5 Cultural Shifts Fashion Brands Must Pioneer Below: Gucci collaborated with The North Face on a range of products based on the spirit of exploration. By Sarah Sharif GUCCI / THE NORTH FGACE
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