How Brand Collaborations Are Evolving

In front of the picturesque backdrop of the French Riviera last night, Versace previewed their see-now-buy-now ‘La Vacanza’ collection, co-designed by singer Dua Lipa. Artistic Director Donatella Versace described the collaboration as being curated with 'true friendship, love and joy at the heart of every piece’.

The collaboration between Versace and Lipa is evidence of a growing call for connection from luxury brands to build relationships with consumers. Collaborating with artists like Lipa, whose fanbase spans across a variety of ages, genders, and socio-economic backgrounds, expands Versace’s audience, and when orchestrated effectively, the right partnership will generate enormous amounts of publicity for all parties.

Versace is not the only brand placing collaborations in their brand strategy. In recent years we have seen luxury brands unite with other brands and creative; think the Louis Vuitton X Yayoi Kusama partnership, North Face X Gucci, Adidas X Kanye West, Nike X Jacquemus… and the list goes on. 

Versace is not the only brand placing collaborations in their brand strategy. In recent years we have seen luxury brands unite with other brands and creative; think the Louis Vuitton X Yayoi Kusama partnership, North Face X Gucci, Adidas X Kanye West, Nike X Jacquemus… and the list goes on. 

Furthermore, brands are finding new ways to remain relevant in the current market, with tangible product alone no longer being enough to satisfy consumer hunger. As increased value is being placed on experiences and authenticity, luxury brands are having to develop and invest in the consumer experience, presenting themselves as ‘cultural brokers’, looking beyond fashion to distinguish themselves from competitors.

Luxury lifestyle brand Golden Goose kicked off a series of cultural events across Venice this week, CEO Silvio Campara told Business of Fashion that “Culture is the new luxury”, recognizing the importance of adapting to changing consumer need. The cultural activations are set around the lead-up to the opening of the brand’s cultural hub in Venice next year, named the ‘Haus’, which will contain a school for craftmanship and art, a product development hub, and an exhibition and event space. Campara described the aim of this initiative “help people discover art and discover what is Golden Goose”.

In addition to these collaborations, Golden Goose will release limited-edition capsule collections throughout the year

Golden Goose joins other major luxury brands in developing their cultural strategies; Prada has a renowned art foundation in Milan, Chanel hosts a book club and literary podcast, and Louis Vuitton has driven their collaborations with their international program of store installations, and new creative director hire, Pharrell Williams.

Demand is constantly evolving, and with this, brands will need to develop their strategies in order to remain relevant and keep consumers engaged. In the age of social media, where all major houses are accessible at your fingertips, creating an experience that differentiates your brand from the competition will be paramount for longevity and success.

The brand will lead collaborations, art installations, and performances by singer and actress Suki Waterhouse, tattoo artist Brian Woo, Native American activist Quannah Chasinghorse (left), architect Fabio Novembre, and K-pop musician Sunmi. Collaborating with a group of this variety legitimises Golden Goose to a market that previously wouldn’t have considered the brand.

In addition to these collaborations, Golden Goose will release limited-edition capsule collections throughout the year

Golden Goose joins other major luxury brands in developing their cultural strategies; Prada has a renowned art foundation in Milan, Chanel hosts a book club and literary podcast, and Louis Vuitton has driven their collaborations with their international program of store installations, and new creative director hire, Pharrell Williams.

Demand is constantly evolving, and with this, brands will need to develop their strategies in order to remain relevant and keep consumers engaged. In the age of social media, where all major houses are accessible at your fingertips, creating an experience that differentiates your brand from the competition will be paramount for longevity and success.