Brand collaborations have come a long way from simply co-branded products. Today, they’re powerful tools that allow businesses to extend their reach, redefine their identities, and create immersive, cultural moments.
At the latest IPOS LIVE event, we explored The Rise of Brand Collabs, looking at how partnerships are transforming industries—from fashion to food, tech, and beyond. The session revealed that the most effective brand collaborations go beyond marketing—they drive long-term strategic growth.
So, what makes a brand collab successful? Let’s break it down.
Collabs Are More Than the Sum of Their Parts
One of the biggest takeaways from the discussion was that the most impactful brand partnerships don’t just merge two logos—they create something entirely new.
Take the Gucci x Balenciaga Hacker Project. When these two fashion powerhouses came together in 2021, it wasn’t just about co-branded items; it was an experiment in brand identity fusion. Gucci’s classic aesthetics were “hacked” with Balenciaga’s signature motifs, creating an entirely new product line that felt both familiar and disruptive.
Why it worked: It blurred brand boundaries, played with the idea of authenticity, and challenged traditional notions of luxury fashion.
How it was activated: Beyond the products, the collab extended into pop-up stores, guerrilla marketing campaigns, and even digital integrations. One of the most striking activations was the use of “hacked” window displays that looked like they had been spray-painted—creating buzz both online and offline.
The key takeaway? Successful collabs aren’t just about design—they’re about storytelling and multi-touchpoint engagement.
Lesson for brands:
– Merge brand identities in a way that feels fresh and authentic.
– Extend beyond the product—think about digital and real-world activations.
– Use collabs as an opportunity to challenge industry norms and spark conversations.
Expanding Brand Boundaries: The Skims Playbook
Another standout example from the discussion was how Skims has strategically used collabs to break into new markets and expand brand perception.
From underwear to high fashion, luxury, and sportswear, Skims has used collabs to scale its business from a startup to a $4 billion powerhouse.
Let’s break it down:
– Skims x Fendi: A luxury collab that positioned Skims as high fashion. The collection featured Fendi monograms on Skims’ signature shapewear, instantly elevating the brand’s status in the luxury world.
– Skims x Swarovski: A collab that brought Skims into the jewelry space, merging performance-based fabrics with crystal embellishments.
– Skims x NBA: A major strategic move that helped Skims transition from just a fashion brand to a lifestyle and performance brand.
Why it worked: Each collab wasn’t just about hype—it helped Skims enter a new category while staying true to its core brand DNA.
Lesson for brands:
– Use collabs as strategic levers to expand into new spaces (not just as hype-building tools).
– Think beyond product—how can a collab help you connect with new consumer segments?
– Consider long-term partnerships that build momentum over time, rather than just one-off drops.
Tech Meets Fashion: The Burberry x Roblox Collab
Brand collaborations aren’t limited to fashion and retail—they’re now happening in the digital world, with tech playing a huge role in engagement.
One of the most interesting case studies from the discussion was Burberry x Roblox—a collaboration that bridged the gap between luxury fashion and digital gaming.
How it worked:
– Burberry created a physical pop-up activation at Harrods with an exclusive collection.
– At the same time, they recreated the entire experience within Roblox, a gaming platform with a massive Gen Z user base.
– The digital activation included virtual Burberry outfits, branded in-game activities, and interactive challenges.
Why it mattered:
– It allowed Burberry to engage with future luxury consumers in a way that felt natural to them (Gen Z’s spending power is expected to reach $3.6 trillion by 2030).
– The experience wasn’t just a digital replica—it was gamified, giving users incentives to interact with the brand in new ways.
Lesson for brands:
– Don’t just think about traditional collabs—partnerships with tech platforms can drive new brand experiences.
– Gamification increases engagement and boosts long-term brand affinity.
– Digital and physical activations should work together seamlessly.
The Rise of Food Collabs: Tapping into Sensory Experiences
Food has become one of the most unexpected yet powerful areas for brand collaborations.
Why? Because food is a sensory experience—it’s tied to emotions, nostalgia, and culture, making it a powerful engagement tool.
Some of the best food collabs we discussed included:
– Anya Hindmarch x Heinz & Kellogg’s – A British designer reimagining iconic supermarket brands as high-fashion accessories and pop-up experiences.
– Crocs x McDonald’s – A quirky, playful collab that extended from limited-edition Crocs to Happy Meal toys, showing how a brand can exist across multiple touchpoints.
– Stormzy x McDonald’s – A meal deal created in partnership with the British artist, tapping into youth culture and music-driven marketing.
Why food collabs work:
– They tap into nostalgia and culture, making them instantly recognisable and shareable.
– They create real-world, immersive experiences (e.g., pop-ups, exclusive product drops).
– They help brands connect with audiences in a fresh, engaging way.
Lesson for brands:
– Consider unexpected collaborations—food can be a powerful brand-building tool.
– Sensory experiences drive deeper engagement and brand recall.
– Exclusivity matters—limited-time drops create urgency and buzz.
Final Thoughts: The Future of Brand Collabs
As we wrapped up the discussion, one thing became clear: brand collaborations aren’t going anywhere—but they are evolving.
Here’s where we see collabs heading in the future:
From Hype to Strategy: Brands will move away from one-off, hype-driven collabs toward long-term partnerships that create sustained impact.
✅ Tech-Driven Experiences: Expect more collabs with gaming, AI, and virtual reality platforms, integrating brand experiences into digital worlds.
✅ Multi-Sensory Activations: Collabs will increasingly extend beyond products—whether through food, music, or immersive in-person events.
✅ Culture Over Commerce: The best collabs will feel authentic and culturally relevant rather than purely commercial.
