Apr 26, 2017 | By WGSN Insider
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While most fashion labels are designing with words, slogans and logos in mind right now, Acne Studios has taken the concept of supersized branding and statement t-shirts a step further. Ditching words for emojis, Acne has crafted an entire capsule collection around the most popular emojis (yes even the poo emoji makes it on there), available from August.
And, it’s not just t-shirts and sweaters either, the full line of emoji-inspired garments, include sneakers, knitwear and caps. Look out for the summer-appropriate hot dog embroidered on sweaters, while sweatshirts come with a range of emoji faces that reflect all the feelings you might have that day, including the licking lips emoji, the bold designs and graphics even make it on to plain white sneakers for added edge. The prices range from $120 to $480 and the collection is available in stores and online at acnestudios.com.
This capsule line is a smart strategy for the brand, bringing the everyday symbols and emojis to life via fashion, and its something that we are seeing more and more fashion retailers do.
In our recent digital marketing report called Emoji Keyboards (WGSN subscribers check it out here) we profile the rise of fashion labels like Versace and retailers like Bloomingdales increasingly using emoji keyboard apps to engage with their younger consumers.
This is a savvy way to engage with Millenials and build a relationship with the little sister consumer, a Gen Z type who is attached to a smartphone, and could end up being these brand’s next big, engaged audience.
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