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In September 2012, the brand collaborated with Facebook for the London fashion week show of its premium Unique line.
In the face of serious profit loss and decreasing ironic street cred, the brand collaborated with Balenciaga on a 4-inch foam platform Croc topped with colorful embellishments.
Recently, the brand collaborated with mega-influencer Julie Sariñana to create a collection of fun and festive hair accessories for spring.
Previously, J Brand collaborated with designer Hussein Chalayan, who works from London, in 2009 and the British chain Topshop in 2008.
Those shoes are notable not just for being the first time the Jordan Brand collaborated with a third-party company, but also the fact that only 79 pairs were made for public consumption.
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For those unfamiliar with the term, influencer marketing is the practice in which brands collaborate with social influencers across social platforms such as YouTube and Instagram to promote their products through branded content.
Wencke Gwozdz, a professor at Copenhagen Business School, highlighted the positive effects of clothing brands collaborating with celebs.
When brands collaborate with artists, they enable the artist to tell stories on their behalf.
As noted by Douglas Holt in the Harvard Business Review, today's "crowdculture" has deflated conventional branding models and given rise to an alternative - cultural branding - in which brands collaborate with crowdcultures and champion their ideologies in the marketplace.
Of course there's always the first time a brand collaborates with artists, and collaborations have different scales, but sustained success in working with artists comes from the respect and championing of creative communities being a core value of the brand.
Growing through word of mouth, it became a global brand that collaborated with Pharrell Williams – his clothing line Billionaire Boys Club was designed in partnership with Nigo.
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