In March this year, Chanel showcased a rocket complete with a mock launch during the Paris Fashion Week. On the runway alongside were astronaut prints and lashings of metallic looks. It was Gucci's turn next. It followed up on its Milan show with a campaign film featuring everything from UFOs to multiple Star Trek references last month. Welcome to retro-future.
With space exploration becoming a serious pastime for private companies such as Elon Musk's SpaceX, Richard Branson's Virgin Galactic and Jeff Bezos' Blue Origin, brands too can ride on this and aim for the Moon - or Mars.
Branding in outer space is becoming a reality in fact. Virgin Galactic is already on the ball. Y-3 - the high-end sportswear line created by adidas and Japanese designer Yohji Yamamoto - has been brought on to create the flight suits for future space tourists and pilots.
The next point of discussion is: which brand will be the first to go where other brands have not gone before?