Modern terms from the world of fashion and the fashion industry are heard by literally everyone. Collaborations of all kinds, cruise and capsule collections, ready-to-wear and haute couture filled advertising posters, magazine pages and store signs. So, capsule collections are very popular today, they are created by famous designers for certain brands or celebrities for fashion houses. But what does the capsule collection mean and what is behind this name?
History of the term
He came to us from the English language, they call it the Capsule collection. This is a line of things or accessories, limited to 10-15 items, sometimes a different number. All items are made in the same style and are combined with each other. As a rule, capsules are created by guest designers or show business stars in addition to the main seasonal collection of the brand.
For the first time, such a capsule was released by the London boutique Wardrobe in the 70s of the last century. Its owner Susie Fo came up with the idea of creating a small collection of basic items that would perfectly match each other and be complemented by ultra-fashionable items from the main designer collections. Around the same time, designer Emmanuel Kahn created something similar - a small author's collection for the La Redoute clothing catalog.
This idea was picked up by fashion designer Donna Karan. In 1985, her first capsule collection for the office was presented. It had only 7 items of clothing: skirts, trousers, dresses. Models, at first parading only in bodysuits and tights, gradually showed the entire collection, changing the same items in different combinations and demonstrating their interchangeability.
Designers and their clients loved this idea, and soon almost every fashion house had its own capsule collections.
What is a capsule collection of clothes in the modern sense?
If initially the capsule was more like an attempt to offer a woman a basic wardrobe for a certain occasion, today this concept is used more widely. These are several items of clothing united by one theme or idea. The capsule collection is created to attract new customers, advertise and promote the brand.
For this, brands, for example, invite pop artists or actors who bring their own vision to the collection. Often brands from the mass market segment attract eminent luxury designers to create a capsule. This allows the middle classget a usually inaccessible thing from a famous designer. Or a fashion house targeting certain conservative taste buyers invites a young aspiring designer to create a youthful and daring collection that will eventually attract new customers loyal to the brand. Sometimes several creative people come together to create a capsule, then this is most often called a collaboration.
Often the reason for creating a capsule collection can be some special event or important date. They determine the general mood of the entire line.
Bright examples in the fashion world
Among all the above options for capsule collections, one can single out especially famous and popular ones, namely those that have become legends, and things from them are sold out in an instant.
If we talk about collaborations between cult designers and democratic brands, we can't help but remember shoe designer Jimmy Choo, who created the super-popular capsule collection of sheepskin boots with stones and rhinestones for the Ugg of Australia brand. Mass-market H&M stores regularly present capsules from haute couture designers: Versace, Karl Lagerfeld, Lanvan.
Stars also often become guest designers and create their capsules under the auspices of a fashion brand or fashion house. So, the singer Rihanna often appears as a designer. Among her latest works are capsules for River Island, sports brand Puma andcooperation with the shoe brand "Manolo Blahnik". The collaboration between Kate Moss and Topshop has been long and fruitful. She not only advertises the brand's clothes, but also creates collections for it.
If you remember the capsules dedicated to anniversaries, then, undoubtedly, the April Rain collection, dedicated to the 155th anniversary of the Burberry fashion house, was successful. In these things, bright colors added zest to the usual design of the brand. Marc Jacobs also came up with an interesting capsule for the 10th anniversary of his brand. It includes the best models created by the designer for all 10 years.
We also note unusual capsules, for example, most recently the Moschino brand released a collection designed for Barbie dolls! And collaborations sometimes surprise us with their unexpected meetings, for example: a collection of clothes from the Danish brand Wood Wood and Disney, or lingerie brand Tezenis and Coca-Cola. It seems that nothing is impossible in today's fashion world.
Capsule collections in Russian fashion
Russian designers and brands keep up with global trends. So, Ulyana Sergienko periodically releases seasonal capsules in addition to the main collections in order to diversify the choice of images and present something unusual that goes beyond the main line of her clothes.
Eminent Russian designers, as well as foreign colleagues, make affordable capsule collections for budget brands. Among the most interesting are the projects of Igor Chapurin for Incity, the capsules of Katya Dobryakova and Sultanna Frantsuzova for Yours, the Empire and Bird collections. Happiness by Alena Akhmadullina for Faberlic and Evelina Khromtchenko's capsule collection for Ekonika.
From the domestic mass market and pop stars, great collaborations are also obtained. Of the latest - the collection of Vera Brezhneva for the PE brand, capsules by Keti Topuria and Ksenia Borodina.
How to use the capsule in the wardrobe
Things from the capsule collection will perfectly fit into your image, if you remember the rules for creating the perfect wardrobe. Take only those things that really suit you, do not chase fashion and trends. If the capsule model is trendy, take a closer look at clothes from the main collection of the same brand - usually there you can pick up basic items that will perfectly set off the fashionable detail. And if you bought a thing from a famous designer's capsule, and this is a good quality basic wardrobe item, do not rush to throw it away after a season. Fashion is cyclical, and this model can be combined with items from other collections.
