Collabs: Physical X Physical

Report 031, 2022-08-02

General, fashion, living.


Collaborations are highly important at the moment, which is why we’ve prepared another Report on collaborations this week. It’s happening now and only going to grow further as the future comes along. Because the strict markets and disciplines as we knew them will soon be a thing of the past, a collaboration between companies in different markets is a great opportunity. Collaborations could also be seen as a preparation for acquiring new companies to grow further.


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Physical X Physical

Examples of Physical X Physical collaborations happening at the moment are: Balmain X Barie (clothing with toys). Certainly Dior X Technogym, high end fashion with technical sports equipment. What are the triggers for these collaborations? What could this mean for your company? As the summer holidays rolls around we would like to inspire you and have something to think about during the summer.


First trigger: Metaverse

The digital space is completely limitless, and experiences no physical limitations at all. Fashion, cosmetics, and accessoires combine in the digital space and form Wearables see Report 20 Wearables For physical labels that are often focussed on just one discipline, it means they could potentially utilise the metaverse beyond their physical market scope. A collaboration with a company that specialises in a different discipline offers an interesting support. Also an inspiration for the physical world.


Second trigger: Intermarket borders fading

We see the borders between markets fade away. The collaboration of Manolo Blahnik for Birkenstock is a great example of this. High end elegance with middle class ugly comfort, something we would have never seen a few years ago. We have seen more successful collaborations in a similar vein: H&M X Versace, Karl Lagerfield, and Victor & Rolf.


The inspiration

What are the possibilities for your label? What other industries could you start working together with? Take the opportunity the summer holiday presents to consider any industry partner as a potential collaboration. Not just fashion X fashion, or living X living, but any discipline with any other discipline.


Just last summer, I ran into a collaboration of Burbery with @CasaJonDal, a beach bar in Ibiza. Burbery had done all the upholstery for their cushions and furniture. A clever, pretty, and contemporary way of thinking that shows the possibilities, ever as a small company or brand. Open your thoughts to the future, as new paths in the form of collaborations are opening.


Image Credits Dior X Technogym

Image Credits Dior X Technogym

Image Credits Dior X Technogym

Image Credits Balmain X Barbie

Image Credits Balmain X Barbie

Image Credits Balmain X Barbie

Image Credits Balmain X Barbie

Image Credits Balmain X Barbie


Image Credits ManoloBlahnik X Birkenstock


Image Credits: Burbery X @CasaJonDal

Image Credits: Burbery X @CasaJonDal