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PLAYLISTS ARE THE NEW ACCESSORY FOR FASHION BRANDS

NEWS | June 3, 2020
Models parade around speakers
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Clothing labels are releasing their own playlists on music apps. A mounting trend during lockdown, as brands expanded their influence and maintained proximity with their customers despite their physical stores being closed.

From Spotify compilations by Prada, Gucci and Bottega Veneta to Apple Music playlists put together by Burberry ambassadors (such as model Cara Delevingne); the playlist has emerged as a useful communication tool at a time when brands are increasingly diversifying their avenues of expression. And during lockdown, as fashion was forced to reinvent its relationship with consumers due to the closure of physical stores, this affinity for music curation has truly caught on.

In April, Alexander McQueen launched the nine-hour-long #McQueenMusic on Spotify: "A collection of music inspired by Alexander McQueen shows and featuring their soundtracks." Meanwhile, Off-White, founder, Artistic Director of menswear at Louis Vuitton and occasional DJ Virgil Abloh also unveiled his own, rather eclectic playlist, ranging from Miles Davis' theme song for the film Lift to the Scaffold to the rapper Yung Miles.

As a more abstract form of art, music has always featured prominently in fashion. During fashion shows, like in a film, it conveys an emotion, creates ambience in line with the inspiration of the season and essentially facilitates the illustration of the designer's message, portrayed through their collection. And while creative directors are striving towards a more inclusive and holistic approach for their brand, playlists offer a deeper and more intimate glimpse into that world. Like the perfume that captures the essence of a label, music sits alongside Instagram filters or video games (another new frontier for fashion) as another tool to offer an all-encompassing experience. Almost like an intangible and ethereal extension of the clothing.

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