In collaboration with Hard Rock Cafe® Milan, NABA's Fashion Design students have created a collection of clothing and accessories that blends the rock spirit of the renowned dining chain with Milanese identity, innovation and sustainability.
The young designers from the Academy had the opportunity to explore and engage with an iconic brand, designing, producing, and launching a new fashion collection, promoted by a communication campaign in collaboration with Hard Rock Cafe® Milan.
Created by students from NABA Bachelor of Arts in Fashion Design, the capsule collection for Hard Rock Cafe® includes apparel and accessories that reinterpret and innovate the authentic rock identity of the brand through the eyes of younger generations and the distinctive aesthetics of Milan, the city of fashion and design excellence.
Divided into five groups, the BA in Fashion Design students engaged with the history of Hard Rock Cafe®, the brand founded in London in 1971, and its specific language. Through their creative projects, they explored and gave voice not only to their own experiences and sense of style but they also expressed key themes that connect Milan to youth culture.
What makes NABA's capsule collection unique is an exceptional combination of elements that draw from the worlds of art and music to reinterpret and innovate the brand's iconic pieces, speaking directly to its enthusiasts.
With an eye on sustainability and functional design, as well as the key elements of Milan’s creative and urban culture, the cuts and fits of the garments, unique and sophisticated, are inspired by the city of fashion and design itself. Graffiti from the outskirts of the city was translated into raw-cut effects and spray-paint graphics, while the provocative spirit of the Memphis movement was reflected in a stylised and colorful skyline printed on sweatshirts, t-shirts, and accessories. The bustling night kiosks filled with young people fresh from nightclubs inspired the creation of functional accessories linked to the clubbing scene. The underground music scene and ballroom movement came to life in acid-coloured scarves and bandanas.
Through a shared creative process, all these diverse inspirations were eventually translated into a new collection marketed from March 2024 in collaboration with Hard Rock Cafe® Milan, accompanied by a dedicated communication campaign and a launch event at the dining chain's location on Via Dante in Milan, featuring designers, fashion and music influencers, live music performances, and themed cocktails.
