A BATHING APE x Van Gogh Museum (IMG)
A BATHING APE® (BAPE®) partnered with the Van Gogh Museum in May 2025 to unveil a global capsule collection that reimagined Van Gogh’s masterpieces as contemporary streetwear. The collection showcased six iconic works, including Sunflowers and Almond Blossom, alongside excerpts from Van Gogh’s letters to his brother Theo, fused with BAPE®’s signature motifs such as the APE HEAD and SHARK FULL ZIP HOODIE. Comprised of t-shirts, long sleeves, and sweatshirts, the collection debuted at BAPE STORE® locations worldwide and online, with special exhibitions at BAPE STORE® Shibuya and BAPE GALLERY™ Shanghai. Coordinated in-store displays and social media campaigns across global locations drove strong sales, introducing Van Gogh’s legacy to a new generation through the lens of style and self-expression.
Cath Kidston x Moomin (Rights & Brands)
This collection artfully combines Tove Jansson’s Moomin characters with Cath Kidston’s renowned print archives and specially crafted new works, uniting the two vibrant worlds. Launched globally in September 2025, the 75-piece range spans adult and childrenswear, accessories, and homeware, featuring everything from frill-trimmed dresses and dungarees to family sleepwear, backpacks, tote bags, purses, and small accessories. The launch was supported by a high-impact marketing campaign delivered with Moomin Characters and Riot PR, including influencer gifting, paid and organic social media, a launch event at Cath Kidston Westfield, and extensive trade and consumer press coverage. Commercial performance exceeded expectations, with over 50 SKUs sold out by Christmas and strong sell-through across the full assortment. Following this success, a second collection is confirmed for 2026.
Primark x Stranger Things 5
To celebrate the final season of Stranger Things, Netflix and Primark launched Primark’s largest-ever licensed partnership. This cross-category takeover featured over 100 SKUs across seven departments, including apparel, home, and themed cafés. The collaboration leveraged multiple drops, featuring exclusive artwork by Kyle Lambert and screen-accurate replicas that sold out before Christmas. To heighten the experience, select stores were transformed into immersive environments using interactive sets and sound effects. The campaign was a massive success: Stranger Things became the top searched term on Primark’s global website, while items like the Demogorgon onesie went viral. By blending high-fidelity merchandise with experiential retail, the partnership successfully brought the Upside Down into the hands of fans worldwide.
PUMA x BMW M Motorsport (Brandgenuity)
In the 50th year of the BMW Art Cars Series, PUMA & BMW M Motorsport unveiled their Art Car Capsule Collection by Cao Fei at the M Festival in Chengdu, China in November 2025. Inspired by her futuristic BMW Art Car #18, an equally futuristic fashion collection has come to life. By presenting the first digital Art Car, Cao Fei took the BMW Art Car Series into the 21st century. Physical and virtual elements combine to form a parallel, transmedia world through AR and film. PUMA translated her work into a one-of-a-kind collection of wearable art, reimagined with tech-inspired details, AR-style graphics, and glow-in-the-dark design elements. Key results of the collection launch included 161 assets, 4.8 million impressions, and 2.7 million people reached.
Star Wars x Columbia
Columbia Sportswear’s The Endor™ Collection, inspired by the Battle of Endor in Star Wars: Return of the Jedi™, was Columbia’s largest special edition Star Wars collection ever, incorporating patented material technologies, premium details, and Star Wars easter eggs. Highlights from launch include the top performing in-store collection of all Star Wars™ | Columbia collaborations and 72% sell-through online (U.S.) of adult styles during the 30-minute member-exclusive shopping window. The collection’s marketing campaign stars Carrie Fisher’s daughter Billie Lourd, celebrating her mother’s role as Princess Leia. Billie’s children also wore Ewok-inspired fleeces on set in the California Redwoods. Blending legacy, landscape, and a multi-generational celebration of both brands, the collection reveal video was the highest performing organic social post in Columbia history.
Superman x María Escoté
María Escoté, an internationally acclaimed Spanish fashion designer, reimagined Superman at 080 Barcelona Fashion, transforming the runway into a vibrant tribute to the hero’s legacy. The show delivered pure spectacle: deconstructed silhouettes, comic-inspired prints, feathered movement, Swarovski crystal embellishments, and bold upcycled pieces that felt rebellious, modern, and irresistibly nostalgic. Each look traced a chapter of Superman’s evolution, building anticipation for the 2025 film. International outlets including Elle, Metal, and Vein Magazine praised the collaboration’s originality and cultural relevance. A high energy runway and a buzzing after party in downtown Barcelona extended the experience, turning it into more than a collection—it was a moment. A daring, unforgettable fusion of fashion and storytelling.
Uniqlo x Coca-Cola x Keith Haring (Artestar)
To celebrate the intersection of heritage and pop art, Coca-Cola partnered with Artestar, the agency representing the Keith Haring Foundation to launch a global UNIQLO UT collection across stores worldwide. The collaboration united two American cultural icons with an authentic historical link: Coca-Cola and Keith Haring, the renowned pop artist and devoted Coke fan known for hand painting Coca-Cola cans. The collection resonated across 23 countries online and in store, leveraging UNIQLO’s network of more than 2,500 locations and immersive flagship store displays that transformed retail into a cultural experience. At its core, the partnership aligned Haring’s belief that “Art is for Everybody” with UNIQLO UT’s mission to “Embrace the things we love.” Reimagining Coca-Cola’s contour bottle/Spencerian script through Haring’s bold visual language, the collaboration generated over eight billion media impressions, creating a lasting global cultural moment.
