Mode and Mode 'Sleeping Beauty T-shirt’

In fashion, the term 'Sleeping beauties’ refers to brands that are no longer commercially active but still have potential brand equity that can be revived and re-activated on the market. This conversion of defunct fashion brands has become a popular strategy in fashion business that has seen in recent years the relaunch of brands such as Schiaparelli, Vionnet and Paul Poiret.

The Mode and Mode ‘Sleeping Beauty T-shirt’ explores this phenomenon of the contemporary fashion market by reviving forgotten fashion houses of the twentieth century through the form of the logo T-shirt. This extends on Mode and Mode’s aim to recirculate forgotten or overlooked pieces of fashion history as a means to interrogate commercial gestures of fashion and its media.