Harley-Davidson, the fashion turn of a mythical brand

2023-05-15T14:00:08.813Z

Highlights: In 2022, the turnover of the clothing and accessories category of Harley-Davidson was estimated at $ 270 million. Last year, British Louise Goldin was appointed as the company's new brand ambassador. She is a graduate of the most prestigious fashion school in the world - Central Saint Martins. She has worked with Kanye West on his Yeezy line, as well as other famous artists such as Justin Timberlake and Elton John. In the past, she has also worked with fashion designers such as Miu Miu and Alexander McQueen.

The manufacturer has appointed British Louise Goldin as creative director of its clothing lines, in a bid to attract new consumers.

With the exception of a few leather jackets with patches, we do not necessarily think "fashion" when we talk about Harley-Davidson. However, in 2022, the turnover of the clothing and accessories category (T-shirts, jeans, jackets, caps) of the brand was estimated at $ 270 million. That's more than many fashion labels... No wonder: like the logo of the Rolling Stones or Mickey Mouse, the Harley crest is part of the pantheon of merchandising, worn by bikers, but not only. In short, a real pop culture object.

Inevitably, this success gave ideas to the management of the manufacturer. Last year, Harley-Davidson announced the appointment of British Louise Goldin as artistic director to boost its clothing lines. This Londoner, a graduate of the most prestigious fashion school in the world - Central Saint Martins -, has, in the past, collaborated with Kanye West on his Yeezy line, rubbing shoulders with Virgil Abloh (in charge of the man Louis...

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Source: lefigaro

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