Few brands have managed to combine iconic looks and comfort in footwear. Among them, Birkenstock has earned an untouchable place. To keep the interest of all fans alive, however, the German brand announced the first 1774 collection with MATCHESFASHION at the Frieze Los Angeles about a month ago.
Birkenstock, official partner of the art fair, will distribute the collection globally from March 1st 2020, after an exclusive launch from February 13th to 16th only on matchesfashion.com and in stores.
But what are the characteristics of the new Birkenstock?
No season, genderless, with a new leather sole as well as the footbed, and enriched with tonal buckles. A clean design with bold colors for the classic Arizona, Siena, Milan and Madrid models, which dress a completely new look. Cobalt blue, Kelly green and bright yellow, combined with deluxe details, to reach a further level of quality to which the German brand has accustomed us.
The launch at Frieze Los Angeles saw the artist Amalia Ulman transform her work "Dignity" into an experience and photographic installation in the Paramount Studios backlot inside the art fair. Ulman's exercise exploits the "cultural indiscretion of an outsider" and analyzes the formation and idealization of identity in an aggressively mediated world. Ulman works with a broad and diverse range of media, which includes important online social media performances. For the occasion, a photobooth was created with the aim of taking visitors' souvenir photos, but also to emphasize the exploration, desired by the artist, of themselves and of the concepts of performance, mythology and authenticity. The event was not without the celebrity fans of Birkenstock, including: Charlize Theron, Chloe Moretz, Usher, Nicola Peltz and Jeremy Scott.
The must-see collection will be available on 1774.com from March 1, but for those who sign up for the newsletter on the official website, access to global sales starts a day earlier. What are you waiting for?
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