Text: Lisa Epifanova OWN HOUR COLLECTIONS TODAY PRESENT, SURELY, EACH FAMOUS FASHION HOUSE. AND, IT IS NECESSARY TO SAY, PRODUCTS OF FASHION BRANDS OFTEN FREQUENTLY REPRESENTED BY THESE SURPRISES, MAKING EVOLVING THE MOST CONSERVATIVE HOUR ART.
The first to put the combination of fashion and watch industries on a permanent basis was the well-known businessman Severin Wunderman, who in the late 1970s acquired a license to manufacture Gucci watches. Many fashion brands soon followed his example, and thus a whole trend of “watch prêt-àporter” appeared - interesting, bright, more free in creativity than classic watch brands, and at the same time obeying its unwritten rules. The first rule says that the quality of watch models should in no case be inferior to the quality of clothes and other accessories of the Fashion House (sad examples of when it was not respected are well known). That is why fashion manufacturers, if they do not invest in their own watchmaking, then enter into a partnership with well-known watch factories.
Here, however, there is another temptation - to completely entrust the entire process to watch professionals and thereby violate rule two: a watch and a fashion brand of the same name must bind not only the logo on the dial, but also the general style, recognizable design elements and, undoubtedly, the main trends of the latest seasonal collections.
For example, models from the new Versace collection, the design of which is invented by Donatella Versace herself, a big connoisseur of luxury accessories, this season is presented in the House's signature gamut: black and white and fuchsia, in which the clothes of the Spring-Summer 2015 season are also designed. And the brand’s absolute premiere - Dylos watches in male and female versions - are presented in an octagonal original case, created based on a sketch by Gianni Versace. Also, in honor of the 25th anniversary of the House’s timepiece this year, a special DV-25 collection was released, which is a real “Versace Palace” decorated with a meander. The line presents a diamond version with a circulation of 150 copies. Moreover, the instance with number one will now be donated by Donatella herself, and the money raised for the last number will go to charity.
Fashion connoisseurs can discover a lot in the latest Salvatore Ferragamo watch line. The motif of the famous "ganchino" buckle, which is the basis of watch design, this year unexpectedly combined with the color and style of the military. The Varino line in blue-purple is perhaps the most original example of using the NATO strap, the season’s biggest fashion hit. This eclecticism of sportiness, Italian vitality and elegance is guaranteed to find followers.
Since the main principles of the Fashion House look more concentrated in a small space of the dial, the clock most clearly reflects the style of the fashion designer and his country of origin. The urban urban casual fashion of American brands (cK, Diesel, DKNY) contrasts sharply with the Parisian style, which continues the traditions of the great fashion designers of the past, for example, Balmain, where in the latest collections of Balmazing II and Laella, mother-of-pearl dials with a thin diamond edging adorn branded arabesque pattern. And in the new ladies' chronograph Balmainia Chrono Lady Arabesques, a lone arabesque looks stylish on the crown tread.
But the most organic way to synthesize watches and fashion comes from Italian brands, perhaps because Italians have historically always been the most important admirers of luxury and diversity.
The Fendi sisters brought a unique style to the watch collections. This year, all the premieres of Fendi - from the limited edition My Way to the regularly updated Crazy Carats line with precious stones at the marking place - were dressed in luxurious multi-colored fur. On the other hand, fans of "ecological chic" and restrained aristocracy will find their style in the collections of another Italian brand Trussardi Orologi - a joint project of the Trussardi family and Morelatto Group, the largest European manufacturer of fashion watches and jewelry, launched in 2014. Clear, precise, even, one can say, sweeping dials adorn the famous prints invented by Nicola Trussardi - the most concise Italian fashion designer and environmentalist.
This is precisely the secret to the charm of fashion watches. They do not just show time - they sense time.
