All about the best collaborations in fashion and design

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Befree is a leading Russian clothing brand that actively collaborates with local designers and artists, regularly presenting new collections. We discussed how this project functions and its significance for the fashion industry with Lima Lipa, Head of PR, SMM, and Co:Create. This collaboration not only supports talented creators, but also promotes the development of a unique style that reflects the cultural characteristics of the region.

Head of PR, SMM and Co:Create at the fashion brand Befree. Photographer with experience in the fashion industry. She runs the Telegram channel Bulochka s pereulochka, where she shares the latest news and trends in the world of fashion and style.

You began your career as a merchandiser and gradually rose to the position of managing large projects at a mass-market brand. The profession of collaboration manager has no formal education, and many wonder how to navigate this path. Tell us about your experience that led you from the beginning to where you are now. What steps did you take, and what skills were most important along the way? What is your vision for further development in this field?

I began my career as a salesperson and merchandiser at a Topshop store in Krasnodar. The store's atmosphere, filled with indie rock and Britpop, created the perfect conditions for self-expression through clothing. Even then, I was attracted by the opportunity to sell through storytelling and creating attractive visual content.

After moving to St. Petersburg, I began working as a designer at DLT. At the same time, I studied at the School of Contemporary Art Interpretation, which allowed me to successfully integrate into the local contemporary art world. Later, I launched a clothing brand with a friend and worked in creative production at Sobaka magazine. This experience enriched my knowledge and skills in design and marketing, which became an important stage in my professional career.

The first collaboration I curated took place at the multi-brand Yunost, where I held the position of Head of Marketing. As part of this project, our team developed a unique capsule collection dedicated to the film almanac Iskusstvo Kino (The Art of Cinema), timed to coincide with the re-release of the cult film Assa. This experience has become an important stage in our work and has allowed us to demonstrate the possibilities of cross-promotion in the field of cinema and fashion.

This year, I began studying in the filmmaking program at The New School in New York City. As part of the program, I'm learning the fundamentals of directing and film production, allowing me to gain a deeper understanding of the filmmaking process and develop my skills in this creative field.

Directing aligns perfectly with my professional work. As a director, I'm responsible for collaborating on projects, allowing me to put my new knowledge into practice immediately. In addition, I like that in directing I can combine creative thinking with management skills, which makes the creation process unique and effective.

I use various methods to find artists and designers for collaboration. First and foremost, I turn to social media platforms like Instagram and Pinterest, where creative professionals actively share their work. I also explore specialized platforms like Behance and Dribbble, where you can find portfolios of professionals in various fields. Networking events and exhibitions are another important source of contacts. Participating in conferences and art fairs allows you to establish personal connections and discuss potential projects. I also pay attention to reviews and ratings of designers on blogs and forums, which helps me assess their reputation and style. All these approaches provide an opportunity to better understand current trends and choose the most suitable partners for collaboration. I have many artists in my circle, whom I met during my studies and on the set of "Sobaka." In St. Petersburg, I organized a pop-up exhibition, which was successful and attracted the attention of the city's artistic community. Art critic Pavel Gerasimenko even noted the event in a local art chronicle.

Students are perfect for organizing amateur exhibitions. This summer, Lima Said, a student of the Smolny Faculty of Liberal Arts and Sciences, began holding exhibitions in an attic with access to the roof on Vosstaniya Street. As an experiment in curating, she invited three talented artists: painter Alexander Belov, performance artist and photographer Natalia Balabanova, and dancer Valentina Lutsenko. This initiative became an excellent opportunity for students to showcase their creativity and create a space for art in the urban environment.

"Run, Artist, Run!" is a book published in 2018 under the auspices of the Artguide project. It is a unique exploration of the world of contemporary art and its impact on society. The work explores relevant topics such as creativity, self-expression, and the role of the artist in the modern world. The book immerses the reader in the captivating process of creating art, emphasizing the importance of personal freedom and individuality in creativity. Engaging examples and insightful reflections make this publication valuable for both professionals and art enthusiasts. "Run, Artist, Run!" inspires new ideas and opens new horizons in understanding the artistic process.

In Befree's first collaborations, I involved people I knew personally or whose art I admired. I was able to inspire my colleagues to participate in this process, and we are now developing project plans for 2025. Both my team and the product team are involved. This is already becoming a collective process, in which I act as a curator.

You are immersed in the context of the Moscow and St. Petersburg art world, choosing relevant artists for collaborations. Why does Befree decide to present their work throughout Russia? Why should Alina Sotkina's kittens be in stores in Chelyabinsk, while Facultative Works pieces are at the checkout in Izhevsk? And why can jeans with Turben's illustrations be found in Irkutsk? These decisions highlight the importance of making art accessible to a wide audience and the brand's desire to unite cultural trends from across the country. Thus, Befree not only represents artists but also promotes contemporary art by creating unique collaborations that resonate with consumers, regardless of their geographic location.

The Co:Create ideology is based on the principle of co-creation. We strive to discover new talent and engage with them. Our goal is to promote contemporary art, young artists, designers, and other gifted individuals. Clothing acts as a universal medium, accessible and understandable to everyone. We believe that through collaboration and creativity, unique works can be created that inspire and enrich the cultural space.

To the question, "Why Chelyabinsk?" You could ask, "Why not?" In every city, people strive for self-expression, are interested in fashion, and immerse themselves in cultural and artistic trends. I come from Krasnodar, where the Typography Center for Contemporary Art was founded. Unfortunately, it was designated a foreign agent. Nevertheless, its level met international standards for independent art. Yekaterinburg, Nizhny Novgorod, Voronezh, and other cities also have actively developing art scenes and talented artists who can make a significant contribution to the country's cultural diversity. Chelyabinsk is no exception and has the potential to develop a unique artistic environment. I believe that the brand doesn't create a need for interest in art, but rather satisfies it. Even if you're not familiar with the work of Turben or Anya Andrzhievskaya, you can appreciate a sweater featuring their characters. This may make you want to learn more about their work, and then the sweater will become even more attractive to you.

It's a win-win situation in which everyone benefits.

Working with local Working with creatives requires an understanding of global trends, including events in the US, Japan, and South Korea. Knowing the international context will help you better understand your audience's preferences and interests. This will allow you to more effectively tailor your content and creatives, taking into account current trends and cultural specifics. Therefore, awareness of what's happening in other countries contributes to more successful collaboration with local creators and improves the quality of the final product.

I closely follow global trends in fashion and art. On my Telegram channel, I share events that particularly inspire me. I've been publishing less frequently lately because I'm combining work with my studies. However, I regularly visit exhibitions in museums and galleries and take advantage of the opportunity to learn about current developments in these fields while traveling.

Recently, I was drawn to a project that combines art and design at the Museum of Modern Art (MoMA) in New York. This exhibition, curated by London-based designer Grace Wales Bonner, actively promotes African-Jamaican culture. Bonner is also known to a wider audience for her collaboration with Adidas. For her project at MoMA, she uses the artist's choice format, allowing the curator to work with works from the museum's archives and present a unique vision of the collection. Bonner masterfully combines craft, technology, design, and art, making her work unique and engaging. This ability to combine different elements creates innovative solutions and inspires new ideas.

Working on a collaboration with non-designers, that is, with people who do not have professional experience in design and materials science, This requires a special approach. An important aspect is training these specialists in the basics of selecting fabrics and materials. This is often accomplished through master classes, training sessions, and consultations with experienced designers. Non-designers adapt their illustrations, prints, and visual solutions, taking into account production constraints such as material availability and processing technologies. This interaction allows for the creation of a unique product that combines creative approach and production realities, making the collaboration process efficient and effective.

Everything is done through collaborative creativity, and if necessary, adaptations to suit production specifics are made through collaboration between both parties.

At Befree, we have had a successful collaboration with fashion designer Alina Sotkina. We first noticed her work at the "New Names in Design" exhibition organized by Sobaka magazine. Alina proved herself to be a true professional: she not only developed a unique collection but also actively collaborated with our designers throughout the design process. We value such collaborations, which allow us to create stylish and original clothing that reflects contemporary trends.

Graphic designers adapt the work of authors outside of fashion and coordinate sketches with them. Artists make suggestions and adaptations or confirm ideas if they like them. The brand's team provides fabrics, sending photos and videos of samples. All details are discussed both in chats and at personal meetings, which allows us to achieve the best results in clothing creation.

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Margarita Smagina shares her experience with film photography, talks about the creation of the zine "Layers," and discusses her new fashion collection for the brand Befree. In her practice, Margarita emphasizes the uniqueness of film, which allows her to capture the atmosphere of a moment and convey emotions. In the zine "Layers," she explores the interaction of photography and textiles, creating a visual narrative that reflects her vision of contemporary art. The fashion collection for Befree combines original solutions and stylish elements, making it relevant to a younger audience. Margarita aims to inspire young designers and photographers, demonstrating how different art forms can be combined to create unique content.

Not all artistic adaptations can be realized due to technical or commercial limitations. Nevertheless, our team makes every effort to meet the needs of our clients, ensure high quality of work and achieve pride in the achieved results. We strive to ensure that each project meets expectations and reflects the creative vision.

H&M is one of the most famous brands in the fast fashion segment, actively collaborating with famous names and fashion houses. Unlike H&M, the Befree brand seems to focus on collaborations with small, local talents. I wonder if you would consider participating in a project with a major figure in world culture? Such collaborations can significantly increase brand recognition and appeal.

I disagree with the opinion about the lack of recognition of names. We often collaborate with institutional artists, and I like to use ballet as an example. For example, Nicoletta Manni is the prima ballerina of the La Scala theater. In her field, she is as significant as Madonna in music, but remains unknown to the general audience. This highlights how even outstanding individuals can remain unknown outside their professional circles.

Artists often remain unknown to the general public and are known only to a small circle of art connoisseurs. The exception is usually street artists, whose work attracts attention beyond the art community. It is important to develop interest in contemporary artists and their work in order to expand the audience and raise awareness of the diversity of the arts.

Read also:

Entrance through the souvenir shop: how the Pushkin Museum sets trends not only with exhibitions

The Pushkin Museum has become not only a cultural center, but also a real trendsetter in the world of art. Entry through the gift shop represents a unique concept that combines commerce and culture. This shop offers not only traditional souvenirs but also exclusive goods inspired by the museum's exhibitions.

Thus, the Pushkin Museum is developing a new approach to interacting with visitors, giving them the opportunity not only to experience art but also to take a piece of this experience home. Unique goods, created in collaboration with domestic and international artists, emphasize the museum's individuality and its commitment to contemporary trends.

The Pushkin Museum does not limit itself to exhibitions; it actively influences cultural processes, drawing attention to contemporary art and new forms of its presentation. Entry through the gift shop has become a symbol of this approach, uniting the world of art and everyday life.

Speaking of outstanding artists, I am inspired by the idea of ​​implementing a project with Erik Bulatov. His unique style and profound philosophy in art are capable of creating a truly significant work. Collaboration with him will open new horizons and allow us to explore relevant contemporary topics through the prism of his work.

Zara recently presented a new collection created in collaboration with the artist Pepo Moreno. Collaborations between mass-market brands and artists are becoming increasingly popular. This trend not only adds uniqueness and creativity to standard offerings but also draws attention to fashion as an art form. However, such practices are not new. They began to develop in the early 2000s, when brands began to recognize the value of creativity and individuality in their product ranges. Such partnerships help create a unique product that stands out from the crowded offerings available in stores.

The global history of collaborations began with the famous friendship between Elsa Schiaparelli and Salvador Dalí. Projects often emerge from close relationships and synergies between creatives. For example, Helmut Lang worked in tandem with Louise Bourgeois, and Raf Simons had a creative relationship with Sterling Ruby, who trusted no one else to create his clothes. Partnerships like these highlight how collaboration between artists can produce unique and innovative results in fashion.

Art and fashion offer a rich field for collaboration. Local markets are actively selling commercial collections from brands like Nike. Among my favorite collaborations are the London streetwear brand Palace and the South Korean company Gentle Monster. These brands often collaborate with other brands, but it is worth noting that Gentle Monster also ran an advertising campaign with the art group AES+F, which highlights their interest in interacting with contemporary art.

For a designer or artist to successfully collaborate with a mass-market brand, several key aspects must be taken into account. First and foremost, the specialist must have a clear understanding of the brand's target audience and its needs. This will allow them to create a collection that is not only stylish but also commercially successful.

Furthermore, it is important to have experience working within specified budgets and deadlines, as mass-market brands are often focused on mass production. The designer must be flexible and willing to adapt their ideas to the brand's requirements, while maintaining their individuality and creativity.

Communication and teamwork also play a significant role. The designer must effectively collaborate with other participants in the process, including marketers, managers, and production staff. This will ensure a harmonious combination of artistic vision and commercial viability.

Finally, knowledge of current fashion trends and the ability to anticipate their development will help the designer create a sought-after collection. Thus, a successful collaboration with a mass-market brand requires not only creativity but also strategic thinking from the artist.

The secret to a successful partnership with a fashion brand is in many ways similar to the key aspects of an artistic career: it's important to have a unique style and be able to develop it. A key element is the art of pitching, which involves the ability to effectively showcase your work on social media and present yourself effectively at meetings. Developing and maintaining your own unique creative language allows you to stand out from the competition and attract attention to your brand.

Social media is a powerful tool for increasing your visibility, regardless of your location. Don't ignore their potential. It's recommended to actively engage with brands by reaching out to them directly. While this doesn't guarantee success, it can lead to positive results and open up new opportunities. Use social platforms to promote your content and connect with companies you're interested in.

If you're an introvert and public promotion isn't your strong suit, don't force yourself. Remember, there are exceptions to every rule. You can use alternative promotion methods that suit your style and communication style. This will help you stay true to yourself and achieve success without stress.

On June 3rd, Befree will launch the "Talent HUB"—a specialized website where open calls for artists and designers will be held regularly. This is a great opportunity for creative people to collaborate and implement joint projects.

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