13 hours ago | By WGSN Insider
Zayn Malik has joined girlfriend, supermodel Gigi Hadid in the fashion world by launching a capsule collection for Versace next year.
The solo artist and former One Direction member will debut his Zayn X Versus capsule collection for men and women in Versus stores worldwide and online next May. He will also appear in the Versus label’s next two ad campaigns, starting in February.
Versace, who created Versus in 1993, said Malik’s fan base around the world will help generate buzz for the clothes.
Donatella Versace said: “Zayn is one of the most exciting personalities on the world stage right now. When we first met, he told me how much he loves fashion. I thought it would be fantastic to collaborate on a new Versus collection together.
“Versus is the rock and roll soul of the Versace family and has always been associated with music,” she also told the New York Times. “Everyone from the Foo Fighters to Lenny Kravitz has played at the shows, and it is all about rebellion. For me, Zayn was the perfect fit.”
Malik, 23, said: “I like to learn about things I’m interested in and I enjoy being around creative people so I think it will be cool,” he added. “The bonus is that I get to collaborate with Donatella, whom I love and admire. I know we’ll create something amazing.”
The former boy band member is no stranger to the fashion world, he recently covered Elle UK’s September Fashion Issue and released his own line of tour merchandise clothing in the summer of 2016 developed around his first solo music project ‘Mind of Mine’. Some of his merchandise items included bomber jackets, baseball caps and the classic concert t-shirts. His merch line follows the emerging trend of artists extending their personal brand into fashionable everyday wear clothing, but still promoting their image through album titles or known slogans. We’re also increasingly seeing luxury retailers work harder to tap into the Millennial/Gen Z audience, to engage with the ‘little sister’ consumer now and develop a long-lasting retail relationship. Recent examples include collaborations such as Rihanna’s Fenty x Puma which displayed at Paris Fashion Week, Kanye West’s Yeezy Boost x Adidas, and model Gigi Hadid’s #TOMMYNOW collection with Tommy Hilfiger unveiled at New York Fashion Week. It’s clear that if established clothing brands find the right balance between their target audience and popular public figures, the end results can be extremely successful and profitable.
I love chatting with this guy…aren’t you curious to find out what we were talking about? Be among the first 200 followers to CONTACT ME through the button at the top of my page, and receive on your e-mail an exclusive selfie of me and @zayn! #ZAYNxVERSUS @versus_versace A video posted by Donatella Versace (@donatella_versace) on
The fashion partnership between Versace and Zayn will surely gain notice from the Millennial audience who still follow Malik through his music career and personal life. He is the perfect fit for Versus, which is aimed at a younger (Instagram-obsessed disposable income) crowd.
STAY UP TO DATE: You want the need-to-know news, right? Our journalists deliver a daily curation of the most important industry happenings. Sound good? Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.