Luxury brands are now collaborating across different mediums, moving into a more experiential form of marketing.
From collaborations with artists, celebrities to streetwear brands, food and gaming, there are a lot of luxury brand collaborations.
We asked industry experts to pick what their favourite one was? One that resonated with them the most and was the best in their eyes.
The answers varied from the most traditional collaborations like Rolex and Wimbledon to some unexpected ones such as Tiffany and Co’s pop-culture inspired Pikachu necklace.
Read the industry experts picks of their favourite (and arguably the best in their opinion) luxury brand collaborations.
Fendi X Marc Jacobs
Ali Chab, Head of Malls & Cinema, BackLite Media
The Fendi Marc Jacobs Capsule Collection is my favourite luxury brand collaboration because it seamlessly merges Fendi’s timeless sophistication with Marc Jacobs’ bold, innovative design approach.
This collaboration, officially named the Fendi Marc Jacobs Capsule Collection, showcases a perfect blend of heritage and modernity. The pieces are crafted with exceptional detail, featuring luxurious materials and striking aesthetics that capture the essence of both brands.
The campaign’s unique fusion of classic elegance and contemporary edge makes it a standout, offering fashion enthusiasts a unique collection that redefines luxury.
View this post on Instagram
IWC X Hans Zimmer
Basil Kisswani, Audio Manager, WithFeeling
As a huge Hans Zimmer fan, this was my obvious choice of a luxury brand collaboration. Luxury watchmakers IWC created five stunning new monochromatic additions to the Top Gun Pilot range.
They commissioned award-winning composer Hans Zimmer to create a series of pieces based on their colour, in a one-off project called ‘The Sound of Colour’.
These pieces reflected their unique quality, precision and beauty. Zimmer composed five pieces: IWC “Ceratanium️”, “Mojave Desert”, “Woodland”, “Lake Tahoe” and “Jet Black”, and then performed the music on tour, adding to his already world-famous repertoire and adding to the exposure of the IWC brand and the Top Gun Pilot range in particular.
Tod’s X Venice Biennale
Lynn Maalouf, Head of Marketing at Etoile Group
One of my favourite luxury brand collaborations this year is the Tod’s partnership with Padiglione Italia at the Biennale di Venezia.
This collaboration, known as “The Art of Craftsmanship – A Project by Venetian Masters”, beautifully showcases Tod’s dedication to fostering Italian cultural heritage. As the main sponsor of Padiglione Italia, Tod’s celebrated Italian craftsmanship and lifestyle, exemplified by their iconic Gommino.
The project featured eleven Venetian Masters who interpreted the Gommino through their art, showcasing the brand’s commitment to traditional techniques and high-quality craftsmanship.
This collaboration highlighted Tod’s global reputation for expertise and beauty while also reflecting their commitment and support for local artists across the globe, including a recent notable partnership with UAE artists like Nuaimi.
This dedication to both heritage and contemporary art makes this iconic Tod’s campaign truly inspiring.
Hermès X Apple
Grace Khoury, Senior Vice President of Fashion at Chalhoub Group
Apple + Hermès is a winner when it comes to my favourite luxury collaboration as it skilfully blends modern technology and classic elegance, which goes hand in hand with my appreciation for luxury fashion and active lifestyle.
Apple’s creative designs, elevated by Hermès’ flawless craftsmanship and meticulous attention to detail, are an example of timeless elegance. This timepiece is perfect for a busy individual like me who values elegance and authenticity equally.
It stands out in the world of fashion, seamlessly combining tradition and modernity, and I see it trending for years to come. As someone who is passionate about high-end fashion, I think this unpredictable partnership became the epitome of style and creativity.
Audemars Piguet X Spider-Man
Michele Sabty, Associate Experience Designer, AKQA
Audemars Piguet’s Spider-Man Royal Oak Concept Tourbillon blends high horology with pop culture.
This timepiece offers a captivating digital experience complementing the physical watch. An interactive landing page, balancing playful and dynamic elements with high-luxury aesthetics, invites users to explore AP’s world through a Spider-Man lens.
The web-inspired wristband brings the watch to life, showcasing brand interplay. In a market saturated with product-focused collaborations, this innovative approach breaks the mould by bringing the partnership to life digitally, as well as attracting and engaging with an audience that would not usually be on the high horology side of things.
Okhtien X Balmain
Nadine Halawany, Business Director at Liquid Havas
When thinking of luxury brand collaborations, there are some that cannot go unnoticed, but the one that resonates with me the most has got to be the Okhtien Balmain collaboration in the spring/summer 2023 collection during Paris Fashion Week. Being an Egyptian myself, it makes me utterly proud of what those 2 sisters are doing in conquering the World of fashion.
“Okhtein” is a brand founded by two Egyptian sisters, which focuses on beautifully designed handbags and accessories that are meticulously handcrafted and that shout very proudly Egyptian heritage and culture.
Their collaboration with Balmain was just another proof that those girls are unstoppable, as they took another challenge and designed a corset of worn-out resin, in an effort to show how ancient/old pieces can be reborn and adapted to modern times.
Tiffany & Co. X Nancy Ajram
Asiya Ali, MD, MKV Digital
Tiffany & Co. has made a strategic move towards global inclusivity by welcoming a dazzling array of brand ambassadors. From Beyoncé and Gal Gadot to K-pop star Rosé, Hailey Bieber, Tracee Ellis Ross, Anya Taylor-Joy, and Eileen Gu, the brand reflects a diverse and inspiring group of women.
However, a particularly noteworthy appointment in 2023 was Nancy Ajram, the first Arab brand ambassador for Tiffany & Co. The iconic Lebanese singer, whose music transcends borders, has introduced Arabic music to a wider global audience.
This Ramadan season, Tiffany & Co. further solidified its commitment to the region by unveiling a short film, “With Love, We Fly,” featuring Nancy Ajram. The film seamlessly integrates Arabic calligraphy, a cultural touch that resonates with the region, while celebrating the brand’s enduring legacy of diamonds and rich heritage.
Maison Margiela X Reebok
Benjamin Thomas, Senior Art Director, JWI
I remember wearing Reebok as a kid, back when the brand had a very different image. This collaboration with Margiela, a fashion powerhouse known for its avant-garde designs, is a testament to how far the brand has come since then. The impressive reinvention demonstrates Reebok’s organic evolution and its new, sophisticated positioning. It’s really inspiring from a brand perspective, showcasing how a classic can be transformed and made relevant again through innovative partnerships… maybe Maison Margiela or Reebok will be kind enough to gift me a pair for the shout-out!
View this post on Instagram
Rolex X Wimbledon
Robert Habib, Head of Strategy & Digital, C2 Comms
July 6, 2008. I’ll never forget that day. Nadal and Federer were in another battle, at another major final. At 4 hours and 48 minutes, this was one of the greatest and longest matches ever played at Wimbledon. I remember feeling like time stood still. Like nothing else mattered at that moment.
And every time the camera would cut to show the score clock, it felt like it was a timestamp of history unfolding. And within that frame was always the Rolex logo. That’s a brand association that’s seared into my memory, and I’m reminded of it every July.
View this post on Instagram
TAG HEUER X PORSCHE
Noura Souki, Account Director, Cheil
Among the many luxury brand collaborations over the years, three have particularly stood out for me: Balmain/Barbie, Fendi/Tiffany, and Crocs/Balenciaga.
However, my favourite is the TAG Heuer and Porsche partnership. Their extensive partnership extends beyond motorsports and esports to include golf and tennis, forging a comprehensive, long-term collaboration.
The special edition TAG Heuer Carrera Porsche Chronograph is the first celebration of this iconic partnership. They have not only created remarkable products but also reshaped the boundaries of fashion and luxury, demonstrating the power of strategic alliances in the industry.
Daniel Arsham X Tiffany & Co
Senka Music, Associate Creative Director, MCH Global
Who is luxury really for? Brands like Tiffany & Co. are shifting narratives on how luxury brands are perceived in the cultural landscape. The collaboration with Daniel Arsham plays on brand heritage and reimagines jewellery and iconic brand elements as cultural objects in his “Future Relics” aesthetic.
His work also includes references from pop culture and sports, treating the brand as a medium to express his vision. This inclusion of a variety of motifs ensures that the brand now speaks to a much wider audience, and that iconic brand elements are now sought after by art collectors and pop-culture fans.
View this post on Instagram
