The duos of designers that revolutionized fashion.
Tags: Luxury, Fashion, Teamwork, Fashionblogger, Fashion Designer

The duos of designers that revolutionized fashion.

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They’re two birds of a feather. That’s what we surely say about these pairs of people whose ideas explode and merge through their fashion designs. They are inspiring, but they sometimes make us skeptical and incredulous, at least about me. I decided to ask myself about their characters, their compatibility as well as their working methods in the fashion world. The idea is to understand how two opposed or, on the contrary, completely identical personalities lead their fashion brands on the path towards success.

In this article, we will define “success” as those designers who built long-life brands with overflowing creativity that seems endless but also those who have gained a certain brand awareness on a large scale. It is as a curious fashion enthusiast and with my thirst for creativity that I modestly share with you this article on dual-headed brands.

Artistic creativity VS pragmatic rigor.

It is in this ambivalence that great fashion designers thrive. This dichotomy between “artistic blur” and clear rigor. The expression “ opposites attract and then the twists and turns begin” illustrates the idea well. It is their complementarity that makes their strength and their singularity.

A kind of Yin-Yang with a fashionable look.

The first pair of designers that comes to mind and which is part of this opposite dynamic is that of Yves Saint Laurent and Pierre Bergé. The two eponymous films of the french designer (directed respectively by Jalil Lespert and Bertrand Bonello) show this alchemy that is as ardent and passionate as it is harmful and destructive. Yet this explosive relationship has made both the creativity and the success of the Yves Saint Laurent house blooming.

Those two people of opposed personalities combine the two essential aspects of building a brand; therefore, that is both sustainable and in the process of becoming one. That is to say, the frivolous and borderless creativity of one, which is framed by the rigor and pragmatism of the other.

They both work hard and with a lot of passion, of course, and this is what binds the two contrary personalities together. But also a lot of time spent negotiating over points of view and working methods that often are too divergent.

Nevertheless, considering their undeniable success, this friction undoubtedly requires a lot of energy, but isn’t it necessary for creativity to be all the more explosive and authentic?

It is undoubtedly questionable according to each person’s will, but it is also fruitful and, from a purely business point of view, bankable.

Pairs with similar personalities.

Contrary to opposing personalities, and this is what makes the diversity of the fashion industry, pairs of designers with a similar character, tastes, and way of working are also successful.

1) Proenza Schouler.

The duo behind the Proenza Schouler brand is completely in line with this dynamic. Jack McCollough and Lazaro Hernandez, the two designers who chose the maiden name of their respective mothers as their brand identity (2002).

2) Dolce & Gabbana.

The mythical duo Domenico Dolce and Stefano Gabbana are also part of this trend, with creations designed from a common love for the mother figure they have chosen to dress in a modern and rocky way. The love of the two designers is so unconditional towards each other for a while, but especially towards their brand that they do not want the house to be taken over after their disappearance.

3) The Row.

Another pair working in the same direction, the one at the origin of The Row brand, which is none other than the highly mediatized sisters Ashley and Mary-Kate Olsen, have been at the origin since 2006. The ready-to-wear brand is regularly presented at Fashion Week and tends to develop towards men’s fashion.

4) Disquared2.

The Disquared2 brand, also created by the twin's Dean and Dan Caten, is also present. Their avant-garde linear vision of sportswear was notably the premise for the metrosexual trend.

5) Viktor & Rolf.

This twinning is pushed even further for the Viktor & Rolf brand, created respectively by Viktor Horsting and Rolf Snoeren in 1993, whose appearance suggests that the two designers are twins. However, the two designers did meet at their fashion school and, after proposing a joint thesis project, they decided to set up their fashion brand together.

6) Rodarte.

Also, the Rodarte brand was created in 2005 by a pair of sisters, Kate and Laura Mulleavy. Their joint audacity brought them to the forefront of the fashion scene, and in particular Vogue US. The two-headed brand then developed a non-conformism in their fashion collections with rock looks adored by fashion magazines.

All these collections resulting from duo collaborations are certainly conceived from a common vision but also from a lot of compromises.

Because similar personalities do not mean different visions, and this is what makes the strength of these fashion pairs.

You can feel a real fusion within these small teams, both in the characters and in the ideas. The benevolence is sometimes tangible in the form of a pact sealed between the two parties, whose respective trust remains lively and unshakeable. Whether it is blood, friendship, or just an obvious artistic connection, these creative pairs see their success through more or less daring strategies to make their passionate work known.

In symbiosis or out of sync: what makes them successful?

1) The chemistry.

One between the designers I brought to light was obvious both in the symbiosis of personalities and ideas and their respective passion for fashion. One of them can even speak of deeper feelings than a loyal and devoted agreement around a common passion. The collaboration was and still is for some, considered evident and natural. It is even hard for us to explain this famous “feeling” that happens between them.

2) A transparent communication through active listening.

Negotiation and argumentation are necessary to present one’s ideas and point of view to one’s partner, all the more so if the latter differs. Although it is not always easy, we notice a reciprocal listening in our glorious designer’s pairs.

3) Balance.

Without a doubt. The moderation between this sincere attention to the opinion of his pair and his own proactivity to create together with separately two visions. Two distinct identities whether they go in the same direction or not. Compromises must be harmoniously balanced over the long term so as not to create injustice or a gap that could become dangerous over time.

4) Mutual trust between the two protagonists.

The work in a small team is globally arranged of moments of sharing but also autonomy. An unshakeable trust in the skills of the partner is fundamental to the brand’s sustainability. But self-confidence to maintain one’s commitment to one’s partner is also essential. This confidence is a keyword that comes back regularly in the inspiration of the collections and in what they want to bring out.