There’s a chance that if you scanned fashion news articles from the last five years, “collaboration” would be one of the most used words. Whether you run an indie brand or a storied French couture house, you’re teaming up with another creative force for twice the ideas, the press and the customers. So when two of the best brands join forces, we have high hopes.
A collaboration between A.P.C. and Aesop, for example, suggests great things. One, a hip French brand beloved for its somewhere-between-hipster-and-preppy basics. The other, an Australian brand of organic, plant-based products that’s earned an obsessive cult following for giving its customers clear skin and shiny hair. Whatever they decide to make together is bound to sell out.
But they made post-poo drops.
A “deodoriser best suited for use by those who eat, drink and digest daily.” Aesop’s website, which is selling the drops for just under $50, says, “This discerning formulation of essential oils combines a powerful aroma with disinfecting and anti-bacterial properties. The crisp, citrus peel notes are fortified with rich floral elements to effectively neutralise disagreeable smells.”
What role did A.P.C. play in all of this?