Blog.

COLLABORATIONS: UNVEILING THE RECIPE FOR SUCCESS

Reflecting on the early days when I first stumbled upon the concept of collaborations, words like limited, exciting, fresh, and unexpected came to my mind. Fast forward to today, where the market seems saturated, and it appears that the novelty has worn off. Yet, amidst the clutter, there are those rare collaborations that still manage to captivate attention, provoke discussion, and elicit genuine emotions.

This enduring allure, I believe, arises from a shift towards amalgamating diverse worlds and industries, rather than confining collaborations within the same business domain. While the repetition of collaborations, like high fashion merging with streetwear, might not stir much interest, exceptions arise when iconic luxury houses such as Dior and Gucci surprise us by partnering with sportswear brands like Adidas or traditional names like Birkenstock.

The enchantment unfolds when brands with distinct design languages and expertise converge, creating a clash of values, aesthetics, knowledge, and, most importantly, divergent target audiences. Initiating a collaboration involves more than just identifying a suitable partner; it necessitates cultivating relationships, envisioning the product through the partner's lens, and understanding the core vision. Working together for an extended period emphasizes the importance of the people at the core, highlighting that collaboration is about co-creation, designing, storytelling, marketing, and, notably, invoking emotions.

A crucial lesson learned from over 40 collaborations spanning artists, hotels, food and beverage brands, streetwear, and luxury brands is the emphasis on respecting DNA and heritage while forging new paths. The synergy between collaborating entities can generate value and hype, each fueling the other. Yet, the true catalyst for hype lies in the narrative told, offering an opportunity to emotionally and physically connect with consumers, building a collective voice that challenges the status quo and stands up for meaningful causes.

Transitioning from lofty ideals to tangible design considerations, here are some foundational principles to guide collaborative projects:

1. DESIGN EMOTION:

Infuse emotional value into the product to connect authentically with the audience, allowing collaborative partners to evoke different emotions.

2. DESIGN DEMOCRATIC AND INCLUSIVE:

Foster inclusivity by thinking genderless and embracing a design that caters to a diverse audience.

3. DESIGN RELEVANT AND EDUCATIVE:

Address “real-world” problems through design, aligning with environmental, sustainable, or lifestyle goals.

Leverage collaboration as a platform for educating consumers, a unique tool for engagement often underutilized by brands.

4. DESIGN FLUID:

Create versatile, multipurpose designs that adapt to the dynamic nature of modern life, encouraging lateral thinking.

5. Design Honest:

Prioritize honesty in design, avoiding compromises for the sake of pleasing timelines.

Stay true to your brand identity, as consumers expect authenticity.

6. Design Ease:

Synthesize colors, materials, and functionality to instill confidence and ease, allowing customers to express their true selves.

7. Design Irony:

Embrace a contemporary approach that fuses knowledge and humor, introducing small mind triggers that evolve through collaborations.

Recognize the significance of surprise as a vital element in collaborative product development.

CONCLUSION

In the realm of collaborations, there's no one-size-fits-all recipe. Acknowledging the saturation of products in the market, particularly in the fashion world, the true need may not be another exclusive collaboration product but an authentic story and an individualized product that resonates with one's personality. Empowering people through special products that evoke feelings of independence, self-assurance, and imagination becomes the ultimate goal. Let's continue forging connections with brand partners to craft experiences that empower and think laterally, challenging the norms and resonating with the essence of each individual.