The oldest one on record dates back to 1882 and, realistically, very little about them has changed in the intervening 142 years.
That might be in the form of products that they helped design, or were designed based on their tastes and preferences.So why have collabs become so popular? As an added bonus, collaborating with a celebrity is a much better way for a brand to tap into the social media influence they would have. A collab with a high end or luxury clothing brand tells you a different story to a collab involving a high street or discount chain.
In terms of the big names – Beyoncé worked with Balmain for a line of clothing inspired by her last album, Renaissance.Dua Lipa also designed a line of summer clothing for Versace last year – while Billie Eilish worked with Nike on a number of versions of their Alpha Force runners.Snoop Dogg is more of an ad-man than a rapper nowadays, and part of that includes a lot of very successful collaborations.
Snoop’s linking up with wholesome TV chef Martha Stewart may seem like chalk and cheese, but it’s been a huge success. What was actually happening there, though, was that Cadbury had been bought by Kraft – now known as Mondelez – which already owned the Oreo and Diam brands.Another seemingly logical tie-up is one between a hotel company and a mattress company – though some might have some logical price tags involved.
Because if you announce some weird product line – maybe as a limited edition thing – you’ve a good chance of having it go viral. So the mash-up itself might not make them much money – but it can help get them lots of free publicity and goodwill for the brand in general.Absolutely – maybe one of the longest running collabs ever was one between Lego and Shell; that lasted more than 50 years and saw Lego sell Shell-branded sets, including petrol stations and oil trucks. Often they were available to buy in Shell’s own petrol stations.
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