The importance of brand collaborations

By Holly Williams

Collaborations are a powerful tool when it comes to the fashion industry, and they have no sign of going anywhere. 

H&M is no stranger to the world of fashion collaborations, from 2004 they have been bringing luxury names to the high street. With their collaborations creating a buzz in the industry and selling out in minutes. 

From its first collaboration with Karl Largerfeld to their Mugler collab back in 2023, they have set the tone for a variety of different brands in and around the fashion industry. The Mugler collaboration is one that many people focus on when they think of collabs, with bold designs and buzz across social media platforms. 

Collabs have become essential for brands, especially when their consumer base is dwindling. An impactful collab between designers and industry leading brands is essential. It can be a new lease of life for brands as consumers begin to get familiar with luxury products but for a lower price point. 

Social media spirals around a brand collaboration, helping to engage customers across every market. Essentially offering them a 2 for 1 deal, nothing is quite like it. A single teaser from a brand can spread conversation across all demographics and among many markets. People love to be involved in events, such as engaging with brands when they are launching a new collaboration. 

Overall, a collab offers an experience for consumers and they have a need to be involved in this. When two brands merge for a one off collab, it is exclusive, accessible and provides a deal people can’t refuse. 

So, if it is another H&M collab, Disney X Ganni or SMEG x Dolce & Gabbana, we will keep queuing for hours!