Today, The Royal Ballet and global fashion brand Reiss launched a new, exclusive 60-piece clothing collection inspired by the “artistry, grace, and costumes of The Royal Ballet,” according to an official press release. Blending Reiss’ “modern design aesthetic with the world-class language of movement, dance and performances seen on The Royal Ballet and Opera’s stages,” the line is presented in four themed capsules—Act I: Street to Studio, Act II: The Performance, Act III: The Party, and Act IV: Behind the Scenes—that chart the full spectrum of a dancer’s wardrobe, from rehearsal layers and stage-ready looks (inspired by archival costumes) to after-show partywear and off-duty pieces.
Key design features of “Reiss | The Royal Ballet,” as the collection has been titled, include tutu-inspired skirts, corsetry lacing and boning, ribbon details inspired by satin ballet shoes, and luxe jersey pieces. The color palette also references classical ballet hues: muted shades of ballet pink, blush, and ivory combined with mink, charcoal and, black tones. Pops of scarlet also reference the Royal Opera House’s signature color.
The collection is primarily focused on womenswear, with hero pieces including a tutu-inspired dress in ballet pink with a layered tulle skirt and sheer boned bodice, and an oversized trench in a blush parachute fabric. Yet there are also smaller capsules for girls, boys, and men—everything from elevated hoodies, T-shirts, and joggers (all adorned with The Royal Ballet logo) to a grosgrain tuxedo jacket with coordinating moiré taffeta trousers.
“The very essence of ballet, its grace, movement, and flair, is woven throughout the collaboration and brought to life and elevated by our extraordinarily talented dancers,” says Royal Ballet and Opera CCO Sophie Wybrew-Bond. Company artists Marianna Tsembenhoi and Francisco Serrano model the designs in campaign imagery, aiming to give customers an “intimate, cinematic glimpse into…the quiet rituals and electric anticipation that shape their day,” the press release describes.
This collaboration “not only showcases [The Royal Ballet’s] fresh approach to brand partnerships, but also highlights how an arts organisation can support and enhance its wider business model,” Wybrew-Bond continues, referencing how 10 percent of all sales will be donated to the Royal Opera House Covent Garden Foundation.
What Does This Mean for Retailers?
Reiss | The Royal Ballet is exclusively available on Reiss’ website and in select stores globally, so it’s not something dance retailers can expect to stock anytime soon. But the fact that a major fashion brand has invested in such a collaboration shows that mainstream fashion and nondancers’ interest in dance aesthetics and balletcore isn’t going away. Perhaps more in-depth collaborations that take inspiration from ballet—with the right partners and in an authentic, artistic way rather than at surface level—are on the horizon.
As Hannah Maria Hayes wrote in DRN’s article about this summer’s balletcore “sneakerina” boom, it’s important to know what’s trending. Collaborations like these “might inspire someone to sign up for dance classes, or help develop new arts supporters,” Hayes says.
The Bottom Line
Retailers should be ready to welcome new customers off the back of the growing interest in ballet aesthetics, and consider how they can leverage the enduring interest in “balletcore” to attract a broader audience.
Emily May is the editor of Dance Retailer News.