Brands regularly incorporate collaborations into their marketing calendar, making co-branding a key tool for creating desirability and buzz around a product launch. 2022 saw the strengthening of a particularly interesting mix of genres for Hercule Studio: luxury and streetwear collaborations! According to Jean-Marc Chauve, director of the Imane Ayissi brand: "Streetwear is a regenerating horizon for luxury brands." Several luxury brands have therefore reviewed their brand branding for the duration of a collaboration with a streetwear brand in order to boost their image and attract a new clientele.

An overview of our 6 favorite iconic collaborations, perfect ambassadors of our vision of Beauty for Good:

1. Ami x Puma

Parisian fashion house AMI has partnered with Puma to create a modern, minimalist, and elegant sportswear collection. For the occasion, a merged logo of the two houses was created and placed on all items in the collection to reinforce the signature and unique nature of the collaboration. The theme of the collaboration revolves around the notion of friendship, a common value shared by both brands.

2. Technogym x Dior

Dior has partnered with Italian manufacturer Technogym to create a limited-edition collection of sports accessories. This collaboration is part of Dior's desire to strengthen its sports expertise, particularly through its "Dior Vibe" sportswear line. The collection includes a connected treadmill, a multifunctional weight bench, and a gym ball, all personalized with the fashion house's logo. The idea behind this collaboration is to promote a healthy lifestyle, guided by the values ​​of health, excellence, and style.

3. Louis Vuitton x NBA

To celebrate the NBA's 75th anniversary, French fashion house Louis Vuitton is partnering with the American professional basketball league to reimagine leather goods designed by Virgil Abloh. The collection includes a backpack, a travel bag, a wallet, an eyeglass case, as well as a sports bag and a water bottle holder.

4. Gucci x Adidas

During the Milan Fashion Week S/W 22-23 runway show, Italian fashion house Gucci announced its collaboration with sportswear manufacturer Adidas. Inspired by American campus style, the collection revisits sports club outfits in Gucci's signature vintage colors. A joint logo was created for the occasion. With the environment in mind, Adidas and Gucci are committed to creating a completely eco-friendly collection.

5. Jacquemus x Nike

To celebrate its 50th anniversary, Nike unveiled its collaboration with Jacquemus in May 2022. Summery, feminine, and minimalist, the collection is inspired by Nike models from the 90s and "celebrates the multidimensionality of contemporary athletes." In this collection, designed as a "Runway to Sport," Jacquemus also revisits its designer's favorite pair of sneakers, the Humara model.

6. Balenciaga x Adidas

It was during its S/S 23 show that Balenciaga showcased pieces from its collaboration with Adidas. The two brands' most symbolic and iconic pieces were combined for a unique result. Adidas wardrobe staples such as joggers and sneakers were given a Balenciaga makeover. For the luxury brand, its Triple S sneakers and Hourglass bag are also adorned with the German brand's famous three stripes.