Harnessing the mood for luxury do-it-yourself (DIY) personalisation, French fashion house Balenciaga is teaming up with London-based retailer Dover Street Market on a limited-edition customisation project.
The Balenciaga Copyshop will allow customers to create personalised T-shirts straight from the office-style printing facilities set up in-store. Visitors will be able to configure their own designs by choosing from a Balenciaga library of graphics, logos and images, before printing T-shirts instantly in-store.
The project is a smart move for the brand which, under Vetements designer Demna Gvasalia, has increasingly embraced the idea of knock-offs rather than shunning it. The opening of a branded personalisation store demonstrates the progressively symbiotic relationship between brand and consumer, as well as the fruitful nature of irreverent DIY copies.
The Balenciaga x DSM Copyshop is open from November 30 to December 17 2017.
For more on fashion’s mood for personalisation, see Instagangs: DIY Designers and Youth Style Tribes 2018: Bad Taste. For more on the new face of luxury, see The Edge of Extravagance – part of The New Rules of Luxury Macro Report.