Collaborations between brands used to be an extremely novel phenomenon, marking a new milestone in both fashion business and art. Clearly, it’s fascinating to witness the identities of different brands gradually intertwine, creating hybrid versions born out of creativity—both familiar and distinctive. However, as fashion weeks continue to showcase a multitude of collaborations, from simple designs like printing logos on T-shirts or tote bags to grand collections, we can’t help but ask: What will make a collaboration memorable and able to stand the test of time?
Widely received on social media, quickly sold out, and increased resale value are indicators of a successful collaboration,’ are considered the standards for a successful fashion collaboration. Citing some typical examples such as Miu x New Balance, Loewe x On Running, MM6 Maison Margiela x Salomon… Even when a collaboration gradually evolves into a long-term partnership and continues to succeed through successive drops is another positive indicator, as seen in cases like Converse x Comme des Garçons PLAY, Wales Bonner’s adidas, and Nike x Jacquemus.
To achieve such impressive results, collaborations between brands need to be built on a foundation of clear objectives and a shared, consistent vision. Rather than simply taking advantage of or ‘capitalizing’ on each other’s strengths to attract customers, the collaboration should be an opportunity for both parties to explore new things, gain a deeper understanding of each other’s identity, and thereby create unique value. This understanding forms a solid foundation for creating unique products, services, or experiences that bear the distinct marks of both parties.
Besides clear business objectives, collaborations also need to bring a fresh perspective and be thoroughly prepared for the shared creative vision between the brands. As Olu Alege, founder of the cultural company No Noise, shared: ‘Successful collaborations know how to tell subtle stories—stories the public has never heard before. The world is gradually getting bored with the same old messages being repeated over and over again.
It is the difference, the uniqueness in the combination, the creative approach, and the storytelling that make a collaborative product stand out and leave a lasting impression on consumers. Let’s join ELLE in revisiting the three core elements of a successful fashion collaboration.
Fashion of the rock-loving duo Rosé (BLACKPINK) and Bruno Mars in ‘APT.’ The unexpected hybrid of fashion.
Setting success aside, novelty and the unexpected tend to leave a stronger impression. The same goes for collaborations. When they capture public attention, even sparking discussions on various forums, it creates an opportunity for the information to reach the target audience more effectively.
For me, the best collaborations are the most unexpected ones. I love seeing two distinct worlds come together, elevating each other,” shared Cecilie Bahnsen, a designer who has successfully reinvented classic Asics silhouettes time and again, making real history with the Asics GEL-QUANTUM 360 VIII line.
The appearance of New Balance on Junya Watanabe’s runway is a prime example, tapping into the element of surprise with a completely new shoe design, or raising questions about how New Balance’s long, masculine sports history could merge with a highly feminine brand like Miu Miu.
The similarity-contrast effect between brands
From the perspective of the relationship between two entities, interactions often follow two directions: either close collaboration or direct confrontation. This leads to complex and diverse dynamics, creating unexpected effects in the market. When two brands come together, the result can sometimes be: either reinforcing their existing target customer base or expanding and combining with new, distinct customer segments, witnessing a multi-layered cultural exchange among consumers.
The collaboration between brands from completely different industries is becoming a prominent trend. Examples like the partnerships between Skims x Swarovski, Palace x Rimowa, or wagamama x Pangaia have proven the effectiveness of leveraging the element of surprise to meet the diverse needs of consumers. In doing so, brands not only expand their customer base but also create fresh and unique experiences.
Another noteworthy approach is the collaboration between luxury brands and streetwear or local brands to enhance identity. Collaborations like Crocs x Simone Rocha, Levi’s x Kiko Kostadinov, and Clarks x Martine Rose have achieved this. Interestingly, these partnerships sometimes help break down preconceived notions customers have about the other brand—not only sporty and dynamic but also playful, not only luxurious but also approachable. A testament to this is the recent collaboration between LIDL and Nik Bentel, along with Chopova Lowena’s Hellmann’s mayonnaise bag.
The story left behind must be strong enough in fashion.
Not stopping at just a single product, sometimes they leave behind stories, business philosophies, and unique artistic journeys. Jean Paul Gaultier is a prime example, as he is willing to collaborate with young brands like Simone Rocha, Glenn Martens (Diesel), and soon Ludovic de Saint Sernin. He not only mentors but also gives them access to a vast fashion heritage, while allowing them to discover new facets of their own identity to elevate true fashion. Conversely, the brand itself has the opportunity to see fresher, more contemporary aspects rather than clinging solely to nostalgic values.
Gentle Monster is also a standout name in maximizing the power of collaboration. The brand not only creates unique products but also builds compelling stories and experiences around them. Campaigns like ‘Jentle Salon’ or ‘Jentle Garden’ with Jennie (BLACKPINK) and the white unicorn, as well as the launch of the Tekken video game with the interactive boxing glove, have left a lasting impression on consumers.