SOn social media we don’t talk about anything else. The rumors of an alleged collaboration between Lego and Hermès they chase each other after images of a bag went viral on Instagram Birkinsin the typical orange of the Maison, made only of bricks.
Not only. One after the other, one also appeared Kelly beige. And then a signed trunk Dior and the classic bag 2.55 Chanel. All the most desired It Bags, which have always been on the wishlists of fashionistas without the possibility of unlocking them in the short term, due to the high price. Finally made possible – as well as irresistible – thanks to the original version dupe toy. Or not?
The Birkin bag by Lego: real or fake?
The first to launch the hype, the profile GlamTol. In the short bio we read Luxury world through Lego. And it refers to aanother pagepacked with products, locations and luxury details created with Artificial Intelligence: from the Burberry Lamborghini to the Ralph Lauren Christmas Yacht.
Here the mystery was immediately revealed, which was very clear from the first posts: the bags created with the iconic toy blocks they are not real and cannot be boughtbut they were created through Artificial intelligence. There is therefore no partnership in sight between the Danish toys company founded in 1932 and the luxury brand, although Lego is no stranger to lifestyle and fashion collaborations: in the past, it has signed Levi’s and even Ikea.
On the other hand, we are led to believe everything we ardently desire – Santa Claus is proof of this. And the various posts seemed more realistic than ever: the ad hoc bag with all the details, from the padlock closure, to the flap, to the handle, and the box so similar to the originals of the Nordic house with the indication of the number of bricks.
The “artistic” precedent
There is actually a precedent. In 2012 she was a Polish artist, Agnieszka Biernackaplaying with Legos to create a classic Birkins, in black. A work of art in PVC and “bones” that had nothing to do with sponsorships anyway. A simple homage to a passion, a brilliant and spontaneous construction – so much so that, at the time, he decided to produce them and also put them on sale on the popular website Etsyat an affordable price: a few hundred dollars versus the several thousand needed to grab, by queuing up, the real Birkins by Hermès.
The final frontier of Quiet Luxury
Not just the French Maison, we were saying. The craze for fake and nostalgic luxury creations by Lego is spreading, and involves all the brands and their flagship It Bags. Hype calls for hype. The “impossible” watches were also spotted on Instagram Audemars Piguetthe trench coat by Burberrythe Christmas sweaters by Ralph Lauren, fashion whims made with small childhood blocks. The last frontier of the trend Quiet Luxury which, it is now clear, has nothing to do with whispered elegance. Rather, it’s all about taking inspiration from a style at the mercy of a lucky few, fascinating above all because it can’t be had.
Fashion and Artificial Intelligence: what future?
Just like the Birkins remains inimitable, despite the various copies, in plastic and otherwise, the desire remains. In fact, it’s growing. And the fashion world intercepts the need for luxury goods precisely through the most varied tools, such asAI. Fashion and technology, from fashion gaming platforms (just think of the latest collaboration between Razer And Dolce&Gabbana) to those of Visual messaging (Snapchat which makes the Spring 2024 looks of Valentine).
Snapchat Bitmojis with some exclusive looks from Valentino’s Spring 2024 collection (Photo: Valentino).
The boundaries are increasingly blurred: 2023 was the year of the first AT fashion week (held from 20 to 21 April 2023). But also that of the fashion show Heliot Emil at Paris Fashion Week in September, created through an algorithm that analyzed past collections, proposing a new line that is different but in the same style and taste as the previous ones – a series of real clothes. And purchasable. And so even the famous Coperni spray dress “worn” by Bella Hadid for the Spring-Summer 2023 fashion show immediately appears extremely obsolete.
Bella Hadid with the famous Coperni SS23 spray dress, which came to life directly on the catwalk (Photo: Spotlight Launchmetrics).
Dreams to build
A danger to creativity, at least as we know it to date? What is certain is that in 2018 the global value of artificial intelligence in fashion it was estimated at around 270 million dollars and now a growth to 4.4 billion by 2027 (according to analysts at McKinsey & Company).
Returning to Birkins of Lego, those who rejoiced at having found the perfect gift for themselves or for their fashionista friend will have to settle for a solitary scroll and a few reposts that attract likes. All that remains is the construction of the dream. But who knows what the future holds…
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