Unconventional collaborations aren’t a completely novel concept in fashion, but heat is building with streetwear and more commercial entities alike, in a bid to gain share of voice in an increasingly populated space.
Ever since Vetements teamed up with DHL, there’s been a continuing race for more interesting partnerships. Alexander Wang and Adidas Originals is small fry alongside a major delivery service and a then-cult luxury line. We’ve also seen Louis Vuitton and Supreme, Off-White and Levi’s, and even Balenciaga and Crocs. The high-low feel knows no bounds.
In the past few weeks alone there have been a myriad of further launches in this vein, but this time from more accessible brands. Here we see them both tapping into the streetwear vibe, as well as nodding to a more commercial side by stepping towards the food and beverage space. Here’s a look at some of the highlights:
PrettyLittleThing x Karl Kani
British fast fashon e-tailer PrettyLittleThing has teamed up with 90s hip-hop label Karl Kani. The 45-piece line includes signature jerseys, bodysuits, denim and croptops. It’s the perfect blend of nostalgia and streetwear in line with today’s Gen Z demands.
A promo video aims to educate the young consumer on Karl Kani’s past, showcasing stars including Aaliyah, Biggie, Tupac wearing the brand back in the day, alongside the new collaboration pieces featured on actress and recording artist Teyana Taylor.
AllBirds x Shake Shack
Direct-to-consumer sneaker brand AllBirds has collaborated with fast food chain Shake Shack on a limited edition shoe acknowledging the latter’s branding of white and green. There’s also a tiny burger featured on the tongue.
The Shake Shack Tree Runner shoe was on sale for one day only in New York’s Madison Square Park, where fans had to line up for several hours to get their hands on a pair. They were also treated to a new shake called the Hokey Pokey while they were waiting.
BooHoo.com x Pepsi
Fast fashion retailer BooHoo.com, as well as its menswear arm, BooHoo MAN.com, have teamed up with Pepsi for a capsule collection celebrating soccer.
The sportswear influenced line incorporates matching track sets, loungewear and sports tops. The interest comes in however in the fact each of the designs have been inspired by five emerging visual artists from around the world, spotlighted in the Pepsi collective campaign: Argentina’s DIYE, Brazil’s Bicicleta Sem Freio, Germany’s DXTR, US’ Kim Sielbeck and UK’s Iain Macarthur.
Other collaborations we’re waiting for: NASA x Vans; Uniqlo x KAWS x Sesame Street; H&M x Moschino.
The holiday season has become a big opportunity for retailers and brands to create a deeper emotional connection with their customers at a pivotal time of year for spend. 2016 continues much in the same way, powered by big launches including a message of female empowerment from M&S with Mrs Claus, another iconic nod from John Lewis with Buster the Boxer, and a big cinematic piece from Burberry.
Whether the intention is to encourage happy tears or just have your audience laugh, brands are stepping up to the challenge of showing a strong sense of self, and conveying a powerful message in the process, all in a bid, of course, to drive some of that all-important Q4 revenue in their direction.
Read on for our pick of the best campaigns across the fashion and retail space in Europe and US this year (beyond those already mentioned), as well as a bevvy of further ones to know about below…
Mulberry: It’s What’s Inside That Counts
Mulberry tugs at the heartstrings for the holiday season with an endearing story of love and acceptance played by child actors pretending to be grown-ups. The two-part film, which was shot in the British countryside in Surrey, tells the story of a traditional Christmas where three siblings return to their childhood home to spend the holidays with their difficult mother. As the story unravels, secrets and problems come to light. At the end of Part I, in an act of generosity, one sibling gifts her sister her much loved new Bayswater bag, in a realisation that “it’s what’s inside that counts”.
Directed by Albert Moya and written by Hugo Guinness (The Grand Budapest Hotel), it explores a deeper meaning of accepting each other for who they are. As Johnny Coca, the label’s creative director, explains: “When I was a kid, all that I wanted to do was to be grown up so I could be like my dad. Now that I am an adult, I just want to be a kid again! Christmas brings out the kid in all of us, and this is what I love about using children to tell our story this year.” The second and final version, which shows the family coming to terms with each others’ faults and weaknesses, premieres later this month.
Macy’s: The #SantaProject
The tagline for Macy’s holiday campaigns has long been about the idea of “Believe”. For 2016, they’ve turned that into an exploration of whether children today do indeed believe in Santa Claus. Cue a series of seriously cute clips featuring young kids sharing their thoughts on the miracle of Christmas, before a reminder message of the sort of realities they’re faced with when turning to the internet to search out the truth instead. It’s a positive note revolving really around kindness with what we post online, which let’s face it, can be applied to all parts of life, especially after this rocky year.
Rebecca Minkoff: Holiday My Way With @arielle
Rebecca Minkoff teams up with Vine star Arielle Vandenberg to tell the story of an independent woman trying to navigate the holidays by herself as she decides to stay in the city for the first time, and not go home to see her family. Each video, or chapter, focuses on a different achievement as the main character stumbles into adulthood, from decorating the apartment, to hosting a Friendsgiving, alluding to Thanksgiving as well.
Rebecca Minkoff, the designer herself, makes a cameo as a friend disappointed with the (clumsily wrapped) gift she receives from the main character. On other platforms, the #holidaymyway hashtag is being used to promote a Christmas gift guide and additional marketing content.
Harrods: A Very British Bear Tale
Seemingly inspired by Disney’s Frozen, Harrods tells an animated tale of a young teddy bear serving as the only (snuggly) survivor when an ice storm takes over the palace thanks to a mischievous elf. Hugh, as he’s called, comes to the rescue by climbing to the rooftop in order to signal help from Father Christmas in the North Pole. As the narrated story continues, the spell is broken and Hugh ends up crowned a prince thanks to his courage.
In addition from Harrods this season, is A Very British Fairy Tale in partnership with Burberry; a stop motion short made from paper cutouts.
Coach: A Holiday Film Starring #RexyTheCoachDino
Coach continues its good-humoured approach to luxury with a holiday film starring its now beloved mascot, Rexy the Coach Dino. The film shows what happens at the label’s New York City workshop after hours, when one rogue Rexy leather dinosaur comes to life. Aiming to wreak havoc, the dinosaur runs free pushing over boxes, breaking baubles and generally creating a mess, all while dancing – by herself – to the soundtrack of Billy Idol’s “Dancing with Myself”, as sung by The Donnas. As the sun rises, Rexy spots an open window and sets herself free, roaming the streets of the city independently.
Kate Spade: Make Magic Happen
Kate Spade’s short but sweet spot, starring model Jourdan Dunn and stylist Catherine Baba, features a small cameo by the iconic Miss Piggy. Shouting over the spot in a possessive manner, “Mine! Mine! Mine!”, the fabulous Muppets’ character attempts to keep all handbags to herself. The campaign also promotes the designer’s latest collaboration, with Miss Piggy herself. The holiday line includes wallets, phone cases, and accessories with the character’s “Who, moi?” catchphrase.
Speaking to WWD, Miss Piggy talked of her excitement to join the great group of women associated with the brand: “Moi was already a big fan of Kate Spade New York’s Miss Adventure’s series. I mean you see all these fabulous and incredibly strong and wonderful women like Anna Kendrick and Zosia Mamet having fun. So, I thought: I’m fabulous, incredibly strong and wonderful, I need to be part of this. When I discovered they wanted to create product inspired by moi: Well, it was a done deal.”
Target: The Toycracker
Target is betting big on its holiday campaign with an eight-minute musical titled The Toycracker, a cheeky take on the Nutcracker classic that reimagines the Tchaikovsky soundtrack as a modern hip hop track. Developed by ad agency 72AndSunny, the spot stars singer John Legend as the Rat King, his wife, model Chrissy Teigen, as the Nutcracker and Isabella Russo (The School of Rock) as Clara. This year’s popular toys, such as Trolls and Teenage Ninja Mutant Turtles, have replaced classic characters such as the Sugar Plum Fairy and toy soldiers, while the play’s famous sword fight scene will be told as a rap battle.
The full musical will air in two four-minute spots during ABC’s network premiere of the film Frozen on December 11 in the US. Meanwhile, the brand has launched behind-the-scenes footage of the night of the musical in the shape of a trailer, starring the Bullseye dog and a young girl, Marisol, as well as toys that have come to life to work on the production. The campaign will be supported by further marketing activity that includes a Snapchat filter and a “10 Days of Deals” promotion.
Farfetch: The Holiday Remix
For this Christmas season, Farfetch is presenting a remix of all things festive with a shoppable video that takes on a modern twist of the Nutcracker story. The e-tailer worked with choreographer Dana Foglia, of Beyonce’s Formation fame, to create a modern-day version of Dance of the Sugar-Plum Fairy, with dancers donning this season’s best partywear.
When watched on Farfetch.com, the video allows customers to shop by displaying circles over certain garments, thanks to a partnership with touchable video platform Cinematique. Clicking the circles will showcase more information about the outfit, and allow users to add to a basket and checkout at the end.
Warehouse continues its ‘Resolutely British’ reinvention, under the helm of newly appointed creative director Emma Cook, with a video campaign that celebrates what happens in the girl’s room, or the ladies’ room at public spaces, from nightclubs to bars. The short video shows women touching up their make-up, socialising and generally letting their guard down, in a space where “strangers become allies, the compliments are free and the drama is left on the dancefloor”.
Topshop: The Anti-Cliché Christmas
Topshop appeals to its young and trendy demographic with a call to express individuality. The spot showcases models of all different styles, from modern sportswear to grungy, walking as cuts outs in front of backgrounds including cityscapes and the beachside, emphasising the idea of party dressing “without the one-size-fits-all approach” in order to represent an anti-cliché sort of Christmas.
To celebrate the sentiment, Topshop has also launched its still image campaign presenting its next generation of rising fashion stars, which are models Stella Maxwell, Londone Myers, Cami Morrone, Jing Wen, Kiki Willems, Marjan Jonkman, Damaris Goddrie, Caitie Green and Lottie Moss, Kate Moss’ youngest sister. Explaining the campaign, Kate Phelan, the retailer’s creative director, says: “This season is about the individual spirit of a woman – she no longer wants to be part of a tribe, she has her own style.”
House of Fraser: Christmas is Coming for You
British retailer House of Fraser is aiming to convey the excitement and anticipation that precedes the season with a modern dance spot, in the same vein as Farfetch. Teaming up with choreographer Suzette Brissett, the spot showcases dancers going through a whirlwind of settings, including an opulent dining table and a forest where trees are filled with presents. The upbeat soundtrack is courtesy of British songstress Laura Mvula, who reinterprets The Fugees’ classic Ready or Not track.
Additional ones to check out below include Cartier, Very.co.uk, Louis Vuitton, Dior, Harvey Nichols, Jack Wills, Boohoo.com, Debenhams, New Look, Tiffany & Co, Gap and Banana Republic. As a bonus: also tugging our heart strings outside the fashion space, is Sainsbury’s The Greatest Gift.