We shouldn’t really be that shocked. In recent times, we’ve seen streetwear brands collaborate with car brands, and even Virgil Abloh team up with IKEA.

But something about a fashion label collaborating with a free online encyclopaedia has a very distinct ring to it.

In the wake of an initial teaser during the most recent bout of runway shows a few months ago, the collaboration between the Études label and the free online encyclopaedia Wikipedia has taken shape with the launch of a collection of ready-to-wear and accessories. The new clothing is now available online from Etudes-studio.com.

In recent seasons, fashion brands have established collaborations with an extensive range of fields including the arts, music, cinema, beauty, gastronomy and the automobile industry to create a widely diverse range of collections. Now the Etudes label has broken new ground for the 2020 spring-summer season by teaming up with the Wikimedia Foundation to highlight the cause of free information and the online encyclopaedia Wikipedia.

“When many people think of Wikipedia, they think of a website — a place to find and access knowledge. The Études collection is a reminder that Wikipedia is much more than technology. Wikipedia is a cherished part of culture: a living system that brings the joy of knowledge to places all around the world. It’s delightful to see the Études collection bring Wikipedia to fashion, making our aesthetics of information into something you can wear,”  said Zack McCune, Director of Brand at the Wikimedia Foundation, the nonprofit behind Wikipedia.

Études has chosen to spotlight its “Diffusion/Illusion” theme for the 2020 spring-summer season with the Wikipedia definition of both words along with a reinterpretation of the Wikipedia jigsaw-piece logo in the form of screenshot prints on different models of the collection.

The collection comprises several immediately recognisable hoodies, shirts, T-shirts, and caps. The pieces, which are already available or available for pre-order from the Études online shop, range in price from 75 euros for a cap to 300 euros for a shirt.

(All images courtesy of Etudes Studio/Facebook)

This article is published via AFP Relaxnews.

Staff Writer