KITH X Versace

For the first time in history, Versace's medusa logo has been altered by the addition of the Kith logo. Versace's iconic fabric designs were pulled out of the archives and paired with Kith's streetwear silhouettes. We have seen streetwear gradually become the new luxury as opulent high-end brands team up with savvy streetwear brands, i.e. the unforgettable Louis Vuitton X Supreme collaboration. 

We live in an era where hype culture is huge and an extremely influential marketing tool. Leading up to the launch date, Ronnie Fieg, the campaign stylist, posted a series of 'takeovers' on Instagram and worked with four of his favourite establishments in New York. The first stop was Sadelle's whereby the team redesigned the menus and server's uniform, followed by Fieg's daily go-to, the Cha Cha Matcha coffee shop - for this experience they redesigned the coffee cups and sleeves. Next was Dean & Deluca, a cafe whose takeaway bags received a makeover and finally, the luxurious Carbone restaurant where KITH and Versace gave their entrance, barriers and menus a facelift.

Whether you love it or hate it, this collab demands attention and presents a new perception on the lavish Italian brand, not to mention Kith's status as a luxury street brand. What are your thoughts...trendy or tacky? Scroll down to see what BDA London team thought.

The Hype

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The Campaign

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The Collection

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Our Thoughts

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