The last few years have not been short of collaborations between fashion brands: different universes and styles that come together, mixing identifiers and the DNA of the brands in order to create a limited edition collection and bring unexpected and innovative products on the market. However, in the last months, capsule collections and collaborations seem to have become actual marketing strategies that allow brands to develop a new kind of success in the market, both on a geographical level and of consumer target.
After more than a year, it is now evident that the Covid-19 pandemic has accelerated numerous trends in the fashion sector, including the one of brand collaboration, where the goal is to drive awareness and obviate the sale losses derived from the previous months of lockdown.
As collaborations are now the new-normal, 2021 was expected to be a year rich of novelties and excitement: we have analyzed here three of the most unexpected and pleasantly surprising partnerships currently available on the market.
In this article you’ll learn…
DSquared2 x Superga
The irreverent aesthetic of Dsquared2 meets the urban attitude of the historic Italian sneaker brand for a contemporary capsule launched for the Spring/Summer 2021 collection.
The two brands have joined forces to create a sneakers and accessories line that mix the iconic traits of both labels: the maple leaf, symbol of the birth country of the Caten twins, together with the minimal logo of the iconic Made in Italy tennis shoes.The collaboration was announced at the end of April on the social channels of both brands and a single Instagram post by Dsquared2 has generated€11K in MIV®.
Bleue Burnham x Palm Angels
The California-inspired Italian brand explores new horizons with its latest collaboration: a men’s jewelry collection crafted by emerging designer Bleue Burnham.
The collection presents unique pieces inspired by “a warm Italian summer’s night”, where liquified metals and lab-created sapphire stones fuse together into an intersection of experimental approaches and classic design.
All the pieces are made from recycled precious metals and come packed in an exclusive organic cotton pouch, giving great attention to sustainability.
The collaboration was launched in April and announced by various media outlets; notably an article by Hypebeast US generated €12K in MIV®.
The most performing post was published by the Italian brand on its own Instagram channel, generating €26K in MIV®.
Levi’s x MiuMiu
The famous American denim brand is not new to the collaboration trend and in 2021 has launched a new partnership which gives great attention to sustainability and the rediscovery of fashion archives. Announced on social media in December 2020, Levi’s X MiuMiu is a sustainable project called “Upcycled” and includes pre-loved Levi’s jeans that have been restyled through the stylistic approach distinctive of MiuMiu.
English actress Emma Corrin, known for portraying Diana, Princess of Wales, in the fourth season of the Netflix period drama series “The Crown”, and new style icon, has generated the highest MIV® (€158K) with a single Instagram post.
Taking into account the online media outlets, 64 articles have been published since the announcement of the #UpcycledByMiuMiu campaign in Dicembre, generating a total MIV® of €118.7K.
Often loved and extremely sought-after by the public, capsule collections have evolved from seasonal trends to actual fashion industry’s mainstays in the last few years. Collaborations are undoubtedly able to attract a larger public and offer brands the chance for new synergies and creative outlets, but most importantly they provide great opportunities for customer engagement and brand storytelling.
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By Lara Camagni
Based in Milan, Lara is an integrated brand marketer. She graduated from F.I.T. in New York and has worked both in U.S. and Italy for various global fashion and luxury brands. She is passionate about the Fashion and Beauty industry and curious about business, innovation and tech news from around the world, with a special interest in emerging markets.