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In 2014, the year when 'Star Wars Episode XVII' began filming, two fashion collections brought the geek theme to life.
First was Rodarte, who presented its Fall/winter 2014/15 collection at New York fashion week in February, featuring some dresses with photo prints of C-3PO, Yoda, Luke Skywalker, the twin suns of Tatooine and the destroyed Death Star. A few days later, Preen delivered the same theme at London Fashion Week, also for its Fall/Winter 2014/15, with Darth Vader's mugshot printed over geometric patterns in dresses and plain button down shirts.
Seems that both brands negotiated the use of the Star Wars imagery for their Fall collections, but Thea Bregazzi, co-founder of Preen, was actually surprised and very upset to see Rodarte's collection. Nobody at Preen knew about it and changing the collection was impossible at that point.
Ironically, the two collections brought the two opposite sides of the force, but it was the light side that actually won. Rodarte's collection became viral, jumping from fashion blogs to a more wide internet audience that usually doesn't care about fashion. Disney, who acquired Lucasfilm two years ago, also got some great promotion, sparking the buzz around the upcoming movie (set to premiere next December 2015).
Take a look at the two collections and choose your side of the force.