Madhappy Made Marni (EXCLUSIVE)
Every good fashion collaboration is a conversation, so it fits that Marni and Madhappy are calling their debut team-up a "heart to heart." But every chat is also a game of give and take and, in this case, Madhappy is driving the dialogue as Marni gamely tags along.
This is a 15-piece collection that leans hard into Madhappy's archetypal design language, framed by Marni motifs and anchored by a charitable bent. It almost feels like Marni by Madhappy or Marni made Madhappy, given that the Italian luxury label provides more framework than specific design cues.
As such, rather than special editions of the Italian luxury label's fuzzy cardigans or carrot-cut trousers, the 15-piece range comprises easy Madhappy fleece separates guided by splashy Marni color.
The "Heart to Heart" capsule is perhaps even more approachable than the thematic fare cooked up for prior Madhappy collaborations with brands like NEEDLES. But the Marni touch can still be felt in those vivid reds and pastel yellows, rich tones indicative of the Italian luxury label's oeuvre especially under prior overseer Francesco Risso.
Even the cotton twill caps' unexpected contrast stitching has Marni overtures, perhaps due to the house's occasional workwear predilection. And the three-way incense partnership with Japanese maker Kuumba International feels like an acknowledgment of both brands' Japanese inclinations — Marni has always enjoyed a strong Japanese following while Madhappy is currently moving to open its own Japanese flagship and frequently partners with established Japanese imprints.
Perhaps it's fitting that the "Heart to Heart" collection ends up with Madhappy in the driver's seat.
After years of solidifying its voice, the Californian company has really come into its own, guided by an ardent young fanbase transfixed by its paeans to mental health and sold-out hoodies.
“When the industry is slamming the door in front of you all the time, that’s fucked,” cofounder Noah Raf told Highsnobiety earlier this year. “The only solution, fortunately or unfortunately, is to do your own thing. I hate this expression, but it’s true: If you build it, they will come.”
Even this collaboration's timing feels particularly Madhappy.
“The opportunity to work alongside of Marni has been a dream for our whole team," Raf tells Highsnobiety on the occasion of the collaboration. "It makes it that much more special to come together for World Mental Health Day."
"Heart to Heart" launches on October 10, World Mental Health Day, via Marni and Madhappy's stores and websites.
And, to really underscore the Madhappy of it all, all net profits from the partnership will go to The OTB Foundation, the non-profit operated by Marni parent OTB that intends to "make a difference in people's lives by ensuring equal opportunities," and the Madhappy Foundation, Madhappy's mental-health non-profit.
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