Featured Collaborations
The Art of Collaboration
Exploring partnerships that resonate with audiences and create authentic connections
Featured Collaborations
Exploring partnerships that resonate with audiences and create authentic connections
In this vast world of social media, we have this beautiful thing called "collabs"... one of the coolest ways brands connect with their audience, by teaming up with a familiar face everyone already loves.
But here's the thing: collabs are tricky. Finding someone who aligns with your brand is one thing... but creating a collaboration campaign that truly resonates with your audience? That's an entirely different game.
There's a fine line between love and hate on social media. And in this ever-scrolling world of opinions, a few rare collabs manage to break through the noise, sparking excitement, good vibes, and viral conversations that leave us all smiling.
Kendall Jenner × Pepsi "Live for Now" (2017)
Pulled after just one day, this campaign was widely criticized for trivializing real protest movements such as Black Lives Matter and was seen as deeply tone-deaf.
American Eagle × Sydney Sweeney "Sydney Sweeney Has Great Jeans" (2025)
The wordplay on "genes" and "jeans" sparked controversy, with critics calling it exclusionary and reminiscent of eugenics messaging that elevated certain body types or physical traits.
H&M × The Weeknd / G-Eazy "Coolest Monkey in the Jungle" (2018)
Social media erupted over this campaign, calling it racist and insensitive, as "monkey" has long been used as a racial slur against Black people.
KATSEYE × GAP "Milkshake" (2025)
A refreshing Gen Z crossover done right, fun, bold, and full of nostalgic energy.
LANEIGE × Sydney Sweeney (2024)
Effortlessly elegant. This skincare partnership captured Sydney's glow and charm, making it one of the most talked-about beauty collaborations of the year.
FENTY PUMA × Rihanna
A cultural reset. Rihanna's fusion of fashion and sport became a masterclass in authenticity and brand vision.
Travis Kelce × SKIMS
Pop culture meets loungewear. A marketing dream powered by perfect timing and mass appeal.
On × Zendaya
A seamless blend of performance and poise. Zendaya's balance of strength and sophistication mirrored the brand's core identity.
Nike × Serena Williams (2019)
A celebration of women, power, and perseverance. Serena's grace and grit elevated Nike's "Just Do It" ethos.
Calvin Klein × Justin Bieber (2015)
An iconic underwear campaign that redefined male celebrity endorsements, controversial but undeniably effective.
Every failed collaboration has its red flags. Most fall into one (or several) of these categories:
1. Tone-Deafness
That "Legally Blonde marketing team" moment — completely oblivious to real-world issues, trivializing them for aesthetics or hype.
2. Exploitation of Cultural or Empowerment Movements
When brands hijack social causes (like "discounts" for Breast Cancer Awareness Month) purely for profit, it feels performative, and it's extremely insensitive.
3. Misaligned Brand–Celebrity Values
When the influencer simply doesn't fit the brand's purpose, audience, or vision. Alignment is everything. Some brands nail it; others crash and burn before the campaign even gains traction.
4. Over-Reliance on Irony or Ambiguity
If you have to explain the joke, it's not working. Irony can be clever, but when misunderstood, it turns distasteful fast. Both sides of your message should tell a good story, never an offensive one.
Social media loves a good alignment, the perfect brand × influencer match that just makes sense. But in this landscape, things can go south really quickly. A poorly thought-out collab can drain your campaign budget and damage your reputation overnight.
Be strategic. Do your research. And if your goal is to go viral, make sure it's for the right reasons, appealing to your audience's emotions and values without alienating or offending any group.
Because when a collab hits, it's magic. ✨
But when it misses... the internet never forgets.