Brands regularly integrate collaborations into their marketing campaigns, making co-branding an attractive tool to create desirability and buzz for a product launch. 2022 has seen an interesting boom for collaborations between luxury and streetwear brands. According to Jean-Marc Chauve, director of the brand Imane Ayissi: ‘Streetwear is a regenerating perspective for luxury brands.’ Several luxury houses have therefore revised their branding during a collaboration with a streetwear brand in order to rejuvenate their image and attract new customers.
Let's explore our 6 favorite emblematic collaborations, perfectly illustrating our philosophy of Exercising Beautifully.
1. Ami x Puma
Parisian fashion house AMI has teamed up with Puma to create a modern, minimalist and stylish sportswear collection. For the occasion, a unique logo merging the identities of both brands has been created and displayed on all items of the collection in order to reinforce the signature and exclusive nature of the collaboration. The theme of the collaboration is based on the idea of friendship, a common value shared by both brands.
2. Technogym x Dior
Dior has collaborated with Italian manufacturer Technogym to create a limited edition of sports accessories. This collaboration is part of Dior's desire to strengthen its sports expertise, especially through its sportswear line "Dior Vibe". The collection includes a connected treadmill, a multifunctional weight bench and a gym ball, all customized with the image of the fashion house. The idea behind this collaboration is to promote a healthy lifestyle, guided by the values of health, excellence and style.
3. Louis Vuitton x NBA
To celebrate NBA's 75th anniversary, French luxury house Louis Vuitton partnered with the American professional basketball league to revisit leather goods designed by Virgil Abloh. The collection includes a backpack, a travel bag, a wallet, an eyewear case, a sports bag and a water bottle holder.
4. Gucci x Adidas
Italian fashion house Gucci announced at the S/W 22-23 Fashion Week show in Milan its collaboration with Adidas. Inspired by the US campus style, the collection reinterprets the sports clubs' outfits in vintage colors, signature of Gucci. On this occasion, a unique logo has been created for both brands. Both concerned about the environment, Adidas and Gucci created a totally environmentally friendly collection.
5. Jacquemus x Nike
To celebrate its 50th anniversary, Nike unveiled in May 2022 its collaboration with Jacquemus. The collection is inspired by Nike’s models of the 90’s and ‘celebrates the multidimensionality of contemporary athletes.’ It reveals feminine, minimalist and solar designs, signature of Jacquemus. The collection was imagined as a ‘Runway to Sport’ where Simon Porte Jacquemus also revisits his favorite pair of sneakers, the Humara model.
6. Balenciaga x Adidas
It was during its S/S 23 show that Balenciaga distilled pieces from its collaboration with Adidas. The most symbolic and iconic pieces of the two brands were combined for a unique result. The essentials of the Adidas wardrobe such as joggers and sneakers were given a makeover by the house of Balenciaga. For the luxury brand, its Triple S sneakers and Hourglass bag are also embellished with the three famous stripes of the German brand.