Vans are always releasing uniquely designed footwear, but their latest range is extra original. Featuring the works of Salvador Dali, Vasily Kandinsky, and Claude Monet, the collaboration between Vans and the Modern Museum of Art (MoMA) literally brings artwork to your feet.
Created from the pair’s shared passion for inspiring individual expression, the range boasts careful consideration and deep appreciation of the iconic art, translated onto Vans Classic styles.
Collaborations are increasing in the world of retail due to the competitive advantage they can have over other brands. Combining loyal Van’s lovers with MoMA’s art fanatics will reach a much broader audience and allows everyone to win. For a brand collaboration to succeed, it is important the brands are complimentary of one another, but not competitive. When values, aims and target audiences align, collaboration can go far, as seen with the Vans x MoMA range.
Robin Sayetta, associate director of licensing and partnerships at MoMA, says the partnership with Vans is exciting as they are a brand known for supporting artistic expression.
“We pursue a limited number of product collaborations and our goal is always to engage a broader audience with modern art. We are thrilled to reach art lovers around the world through Vans’ global network.”
Known for his surrealist work, blending reality and imagination, Salvador Dali created many masterpieces within his time, one being ‘The Persistence of Memory 1931’ piece which has been interpreted on to the medial and lateral panels of the Vans Old Skool Twist.
Showcasing Kandinsky’s powerful use of art, colour, and objects, the Orange 1923 Vans Classic-Slip On is a perfect choice for expressing one’s individuality.
Completing the artist series is Claude Monet. Known for his soft depiction of the picturesque French countryside, Vans and MoMa were inspired by ‘Monet’s Water Lillies 1914-1926’, translating the beautiful blue and green tones to the Van’s Authentic.
The initial release will also include MoMA branded footwear, designed as a colourful interpretation of Van’s iconic checkerboard with bright, bold colours, inspired by the Museum’s newly expanded and reimagined identity.
Vans x MoMA’s first release is set to launch nationwide on September 30, while another installment is in store for November, including footwear, selected apparel, and accessory items.