BRAND COLLABS IN 2025: WHAT WORKS, WHAT DOESN’T, AND WHAT’S NEXT?
- Arman Poureisa
- Aug 13
- 4 min read
In the fast-paced world of fashion today, the unexpected is what keeps us on our toes. Not every partnership works out, but in 2025, we're witnessing a new wave of brand collaborations that are as surprising as they are planned. Some are just plain strange, but they all have one thing in common-they're pushing the boundaries of what we thought was possible. Let's delve into what's working, what's not, and what the future of collaborations looks like, from crossovers that spark conversations to mismatches that leave us scratching our heads.
What's Working: Collaborations That Have Set the Bar High
1. Crocs and G-Shock: The most unlikely pair of styles? Perhaps. But this collaboration between utility and streetwear made a lot of noise. The rugged look of G-Shock fits perfectly with the bold, customizable style of Crocs. Limited drops sold out in minutes, showing how strong Gen Z nostalgia and subculture mixing are.
2. Jacquemus x Nike: Jacquemus brought French style to Nike's sportswear basics, which combined minimalism with usefulness. The Humara sneaker's subtle new look and sleek athleticwear made for a fashion-forward athleisure moment that both fashionistas and sneakerheads loved.
3. Louis Vuitton x Timberland (2025): LV used Timberland's tough American roots to make a collection of high-end workwear. It wasn't just a boot collaboration; it was a vast story that mixed heritage with high fashion.
4. Tiffany & Co. and Daniel Arsham: This collaboration is a future classic that combines jewelry and fine art. Arsham's "eroded" sculptures of Tiffany pieces sparked widespread discussion on social media and put the brand at the crossroads of culture and luxury.
5. Uniqlo x Studio Ghibli: Fashion that makes you feel good and doesn't cost a lot. Uniqlo worked with the well-known anime studio Ghibli to make nostalgic clothes that people of all ages liked, especially in Asian markets. Storytelling, culture, and accessibility all came together perfectly.
6. MSCHF x Crocs "Big Yellow Boot" (2025): MSCHF does it again! After the red boots went viral, they made Crocs into giant, cartoonish yellow monsters. Is that wild? Yes. Does it work? For sure. It was one of the most significant collab moments of 2025 because of memes, TikTok, and a sold-out drop.
7. Loewe and On Running: The luxury brand Loewe gave Swiss performance brand On a new level of fashion credibility. What happened? Fashion-tech sneakers that felt high-end, with a lightweight design and sculptural shape.
When Collaborations Don't Work
Too Many, Too Fast: When brands work together too much, especially in the sneaker space (I'm looking at you, Adidas), customers get tired. Hype dilution is real, and exclusive things go away.
No Real Storyline: Some collaborations are just business deals. A logo slap that doesn't mean anything often works very well. For instance, minor drops between fashion brands and fast-food chains this year, without any narrative, failed to go viral or drive real ROI.
Conflicting Brand Values: Consumers are savvy. When an ethical, eco-conscious brand partners with a fast fashion giant, they call out the greenwashing. This is a clear reminder that authenticity matters more than ever in brand collaborations.
What's on the horizon for brand collaborations? Let's explore the potential of future brand collabs.
Cross-industry collabs will rise: Think fashion x finance (like Prada x Amex) or fashion x health (wellness collabs).
Digital-first partnerships: Expect drops inside games (Fortnite skins, Roblox outfits), and even collabs between virtual influencers and physical brands.
Localised collaborations: In Indonesia and Southeast Asia, we'll see more collabs with local artists, cultural icons, and micro-influencers, hyper-targeted, hyper-engaging.
Ready to Create the Next Big Collab?
At Raffles Jakarta, our Fashion Marketing and Management programme prepares students to think beyond trends and drive cultural impact. From analyzing successful brand collaborations to executing real-world campaigns, our students graduate not just with knowledge but with industry-ready portfolios and partnerships.
Ready to be a part of the future of the fashion business?
Join our Fashion Marketing & Management programme and be a part of creating what's next.
References
Casio America, Inc. (2025). G-Shock x Crocs limited collection. https://gshock.casio.com/us/products/collection/limited/crocs/
Danziger, P. N. (2024, January 23). Louis Vuitton x Timberland boot collaboration is the kick struggling VF needs. Forbes. https://www.forbes.com/sites/pamdanziger/2024/01/23/louis-vuitton-x-timberland-boot-collaboration-is-the-kick-struggling-vf-needs/
GQ Magazine. (2023, December 20). Crocs x MSCHF have dropped a Big Yellow Boot, and it’s bigger than ever. https://www.gq-magazine.co.uk/article/crocs-mschf-big-yellow-boot-2023
Hype Malaysia. (2024, May 31). First look at Uniqlo’s second collaboration collection with Studio Ghibli. https://hype.my/first-look-at-uniqlos-second-collaboration-collection-with-studio-ghibli/
Nike. (2024, July 9). Nike x Jacquemus: Redefining sport style. https://www.nike.com/id/a/nike-jacquemus-release-info
On. (2025). Cloudtilt Loewe 3MD3033 – All Black Shoes. https://www.on.com/en-id/products/cloudtilt-loewe-3md3033/mens/all-black-shoes-3MD30330485
Tiffany & Co. (2025, July 1). Tiffany & Co. announces its latest creative partnership with contemporary artist Daniel Arsham: A limited edition T1 bracelet and bust inspired by the artist’s Venus of Arles sculpture. https://press.tiffany.com/tiffany-co-announces-its-latest-creative-partnership-with-contemporary-artist-daniel-arsham-a-limited-edition-t1-bracelet-and-bust-inspired-by-the-artists-venus-of-arles-sculpture/
Comments