In recent months we have seen many artists release their merchandising become as fashion brands. The movement initiated by Kanye West with “Yeezus” and continued with “The Life Of Pablo” is being imitated by different artist or collectives; Justin Bieber or Rihanna are some of them.

En los últimos meses hemos visto como numerosos artistas lanzan su merchandising convertido en marcas de moda. Al movimiento iniciado por Kanye West con su “Yeezus” y continuado por  “The Life Of Pablo” le han salido replicantes: Justin Bieber o Rihanna son algunos de ellos.

Life_Of_Pablo NMPILA_Kanye

Increasingly the lines between merchandising and fashion are more blurred. It is undeniable that Kanye goes a step ahead but it is also true that other artists and collectives are doing a good job. We do not know if it’s something that is here to stay or just a fad… anyway you can find below who are doing really well job with the merchandising 🙂

Cada vez las líneas entre el merchandising y la moda son más borrosas. Es innegable que Kanye va un paso por delante pero también es verdad que otros artistas y colectivos tampoco lo están haciendo nada mal. No sabemos si es algo que ha llegado para quedarse o simplemente una moda pasajera… de todos modos a continuación os comentamos quienes lo están haciendo realmente bien 🙂

>>> 1 >>> BMC team (Bromance Records) have also been seduced by the merchan-brand creating its own line called BMC Paris. In just one year they have collaborated with Off-White, Clot, ARMES or Phire Wire. From our point of view they are doing the better job; in both positioning and concept.

El equipo de BMC (Bromance Records) también se han dejado seducir por el merchan-brand creando su propia línea llamada BMC Paris. En apenas un año han realizado colaboraciones con Off-White, ARMES, Clot o Phire Wire. Desde nuestro punto de vista es quién mejor lo está haciendo tanto en posicionamiento como en concepto.


In the hands of Guillaume Berg and supervised by Brodinski and Manu Barron, the clothing line has established as a #musthave within the streetwear.

En manos de Guillaume Berg y supervisada por Brodinski y Manu Barron la línea se ha consolidado con un #musthave dentro del streetwear.

>>> 2 >>> Whether you like his music or not reality it is that Justin Bieber has done a great job with his line Purpose Tour; merchandising designed mostly by Jerry Lorenzo, the mind behind Fear Of God. Justin has collaborated & made pop up stores at Urban Outfitters, Barneys NY, Alchemist or VFiles.

Lejos de que te guste su música o no Justin Bieber ha hecho un gran trabajo con su línea Purpose Tour; el merchandising ha sido diseñado en su mayoría por Jerry Lorenzo, la mente detrás de Fear Of God. Ha realizado colaboraciones y pop up stores en Urban Outfitters, Barneys NY, Alchemist o VFiles.


>>> 3 >>> In addition to its well-known and established brand / label October’s Very Own (OVO), Drake – another pioneer – also launched a special edition of clothes inspired by his song “Bling Hotline“. Recently he had presented the new OVO collection, we talk about it.

Además de su conocida y consolidada marca/sello October’s Very Own (OVO), Drake – otro de los pioneros – también lanzó una edición especial de ropa inspirada en su canción “Hotline Bling”. Recientemente ha presentado la nueva colección de OVO de la que ya hablamos aquí.


>>> 4 >>>One of the latest to join the movement is Rihanna, who has been following the design lines marked by Vetements or Vlone and has presented its brand of merchandising called as her last album ANTI. The full set of Rihanna’s “ANTI Tour” merch is available at colette’s online store.

Una de las últimas en sumarse al movimiento ha sido Rihanna quién siguiendo las líneas de diseño marcadas por Vetements o Vlone ha presentado su marca de merchandising que se llama como su último álbum ANTI. El conjunto completo de Merch “ANTI Tour” de Rihanna está disponible en la tienda online de Colette.

Rihanna_ANTI_Highxtar_1 Rihanna_ANTI_Highxtar_2 Rihanna_ANTI_Highxtar_3

There are more artists like Travis Scott, Beyonce or Skepta that increasingly give more importance to merchan; but in our opinion they have not yet crossed the line of “simple merchandising”.

Hay más artistas como Travis Scott, Beyonce o Skepta que cada vez le dan más importancia al merchan; pero en nuestra opinión aún no han sobrepasado la línea del merchandising más simple.


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