How NASA puts fashionable weight

Par Valérie Guédon
Publié , Mis à jour

Alors que la conquête spatiale fascine la jeune génération, les marques explorent l'imaginaire et les logos de l'organisation gouvernementale américaine.Comment la Nasa met la mode en apesanteur Comment la Nasa met la mode en apesanteur

How to associate yourself with NASA?How to make its logo appear, one of the best known in the world, on a product that has nothing to do with the conquest of space?By sending a simple email to the administration responsible for the American space program."We are examining all projects," says Bert Ulrich of the National Aeronautics and Space Administration department.However, we will never collaborate with a brand of alcohol, cigarettes or any company that would not agree with our values. ”

It is also a question of respecting the list listed (in detail) on the organization on the letter.We can read there for example: “In the case of a T-shirt with the NASA insignia affixed to the front, the logo of the company which manufactures it can appear on the label of the collar, at the hem, on the Channel, […] but not close to our emblem, nor in a place likely to harm its appearance. ”The civil servant confirms: “We have a very precise specifications and are extremely vigilant, because everything concerning NASA is part of the public goods of the American people.We do not sign a license, exclusivity or cobranding contract.We therefore do not give off any profit on these products. ”

This basic approach is that successfully undertaken the French brand Celio.Launched at the end of October, its collection in partnership with the NASA of jackets, backpacks, jogging, etc.has been put into orbit in its stores.“The idea of such an alliance came to our style team during a research trip to New York at the start of the year.There, derivative products, caps, nasa stamped sweatshirts, like those marked NYPD, are everywhere, says Aurélie Goapper, coordination manager of the male brand's offer.American iconography returns a cool and urban image that appeals to the French public and which we want to decline in all our collections. ”

Meatball, the last logo we tear

Comment la Nasa met la mode en apesanteur

The NASA Communication Department manages the requests for brands, the use of archives for documentaries and advises cinema.Recently, he was particularly occupied by the shooting of Damien Chazelle's film, First Man: the first man on the moon, Biopic on the life of Neil Armstrong.

Alors que l'organisation américaine fête ses 60 ans cette année, elle a été donc aussi largement sollicitée par les gens de la mode. Ces jours-ci, le «Meatball» (l'acronyme sur un rond bleu et barré d'une aile rouge, insigne officiel conçu en 1959) et le «Worm» (logotype rouge des années 1970 utilisé jusqu'en 1992) animent donc des tee-shirts Urban Outfitters, des baskets Vans, des parkas Celio et même la collection de streetwear pour homme du très influent designer américain Heron Preston (proche de Kanye West et Virgil Abloh).

Last year, still on the other side of the Atlantic, the famous claw of coach bags and the manufacturer of military clothing in Tennessee, Alpha Industries, revisited these same codes.In 2020, Lamps and Basse Tables of the Swedish Ikea, made in collaboration with the organization, will be on sale.“Space, the search for a new world are universal themes.The NASA logo is among the most recognizable on the planet.So many assets that allow brands to expand their audience. ”

37 million subscribers on Instagram

Beyond a certain marketing opportunism, it is the strength of his "interplanetary" imagination that creators seek as the younger generations. "As a child, I was fascinated by the idea of ​​going into space, becoming an astronaut and, of course, by NASA," says Heron Preston, 34 years old. I was not born during the Apollo program; I did not see Armstrong entering the history of humanity, but I grew up with cult films like E.T. (1982) and Apollo 13 (1995). ” Hollywood is historically the best ambassador for the conquest of space, particularly with the over 50s fed on the Images of 2001, the Odyssey of Espace (1968) of Kubrick and meetings of the third type (1978) of Spielberg . It is again for Millennials, fans of Gravity (2013), Interstellar (2014), First Man (2018)… Today, social networks still add to this popularity, testify to the 2 million Likes that generated on Monday evening on Instagram, the little film of the landing of the insight probe launched by NASA on Mars.

The American organization also has a community of 37 million subscribers on the sharing network.SpaceX, the private space flight company reaches 4 million!"The work of Elon Musk and Spacex, the hope of traveling in space for individuals, the exploration of March, all this is so exciting," continues Heron Preston.We cross a fantastic era.The dream has never been so close to reality. ”

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