Collab is fab: suddenly luxe brands are getting all pally-pally


Collab is fab: suddenly luxe brands are getting all pally-pally

Adidas, Prada, Gucci, they’re all mixing things up. Here are some of the best fashion mashups from the past year

Katharynn Kesselaar

Limited-edition product drops from exclusive brand collaborations have soared in the past few years, with fashion labels’ relevance hanging in the balance — if you aren’t collaborating, what are you even doing?

Where there was once competition and opposing brands were sworn enemies, the new decade has meant welcoming the other team with open arms. And getting by with a little help from “friends” has become an incredibly viable marketing strategy.

Brand collaborations, however, are not new. The trend started gaining traction in the noughties. Probably most memorable was that of Karl Lagerfeld and H&M in 2004 (special mention: H&M joined forces with local brand Mantsho in 2019). Now, almost every brand has hopped on the bandwagon, with the most successful merging luxury fashion with street- and sportswear...

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