The Art of Collaboration
In fashion, collaboration is one of the most exciting things brands and consumers can do. Over the years, there have been hundreds of notable collaborations, from luxury brands working with streetwear, to athletes working with footwear companies. In this article, we explore two key ingredients that most noteworthy collaborations have.
An Unprecedented Nature
One of the biggest ingredients most noteworthy collaborations have is an unprecedented nature. For example, look at when Supreme collaborated with Louis Vuitton back in 2017. This collaboration was an extremely unprecedented event for both respective companies (WHY?). Furthermore, if we look at more recent collaborations that New Balance continues to engage in, most of them are with individuals or brands that have never worked with the brand in the past. The unprecedented nature of collaboration is one of the most exciting aspects about them, especially when consumers have the opportunity to purchase items from brands they typically enjoy separately.
The second ingredient that makes a collaboration noteworthy is the idea of the mash-up being a once-in-a-lifetime occurrence. Oftentimes, very notable collaborations are a one time event that will never occur again. This doesn’t mean two brands won’t collaborate again, but it does mean that the items in a collaboration are immortalized and often never re-released ever again. This limited supply typically draws people upon release day.
What are some of the most notable collaborations that you can think of in recent years? Write them down in the comment section below.