7-Eleven: The Next Frontier of Fashion?
Perhaps Beyoncé was on to something with her recent single “7-11.” It seems that the major convenience store is headed for a fashionable upgrade with today’s announcement that all of its locations in Japan will offer a new capsule collection designed by Jean Paul Gaultier. We kid you not!
Owned by retail giant Seven & i Holdings Co., which also happens to be the Japanese licensee for Barneys New York, 7-Eleven is just one of the company's many ventures. They also own three major Japanese department stores that sell Seven & i's private label, Seven Premium.
It's under this label that Gaultier will put out the lower-priced collection, which will range from $30-$250 at current exchange rates, and include a wide range of outerwear, tops, bottoms, dresses and accessories. The move is pretty unexpected for the designer, who recently shuttered his ready-to-wear collection in order to focus more energy on couture. A collaboration involving our favorite Slurpee stop was certainly not the obvious next step.
But, hey, we’re all about a good mix of high and low in life, and this might be the ultimate example!
Be sure to read the full story over at WWD and share your thoughts on the partnership in the comments!