Disney x lululemon
In November, the lululemon x Disney collection launched globally, spotlighting Mickey and Minnie Mouse. Available in 540 lululemon stores worldwide, the collection consists of 13 men’s and 28 women’s styles and 20 accessories targeting Gen Z and Millennials. The campaign assets presented Mickey Mouse in real life settings for the first time ever with ambassadors such as Cody Rigsby and Jordan Clarkson. Launching via organic and paid social media across Disney, LLL, and celebrity ambassador handles, PR earned media channels, OOH placement, and CRM email blasts totalled over 1.6 billion impressions. Global coverage came from 23 O&O, LLL, and ambassador social accounts with more than 65 million combined followers. The launch was lululemon’s highest North American eCommerce sales day and best pre-formatting email push ever.
Gucci x The World of Peter Rabbit
The World of Peter Rabbit x Gucci Spring 2024 global collection marked Gucci’s first Peter Rabbit range. Inspired by Beatrix Potter’s artwork, it blends modern playfulness with classic design, appealing to children and evoking nostalgia in adults, offering a unique product range. The collection includes over 50 SKUs with prints featuring the iconic ‘Double G’ Gucci logo with Peter Rabbit highlights, delicate cross-stitch dresses, and a stunning embroidered cotton canneté cape as well as backpacks, T-shirts, and tote bags. Available globally at Gucci stores, their website, concessions, and luxury retailers, standout markets include China, UAE, North America, and Italy. Phenomenal sell-through was achieved, demonstrating the consumer demand for this nostalgic heritage brand.
H&M x Jean-Michel Basquiat (Artestar)
This three-way “collaboration within a collaboration” was one of the most creative and buzzy apparel collaborations in all of 2024, and the numbers show it. The entire collection of apparel and various soft goods sold out within hours of launching, and received significant praise from the world’s top fashion and culture publications, including Vogue, Art News, Esquire, Essence, The Business of Fashion, and more. For the collection, influential New York-based fashion brand Who Decides War focused on lesser-known Basquiat works and reinterpreted them in their signature style, offering customers an incredibly unique and uncompromising fusion of art, craftsmanship, and high fashion at accessible H&M price points. The Who Decides War founders were originally inspired by Basquiat’s “King Pleasure” exhibition in 2022, organized by Basquiat’s sisters.
Huf x Kodak
HUF x Kodak celebrated the timeless art of 35mm photography by blending Kodak’s retro graphics with HUF’s iconic skate wear aesthetic, connecting Kodak with Gen Z and the skate community where HUF has deep roots. The collection featured standout items like the limited-edition Kodak Ektar H35 N half-frame camera, accessories, and apparel. To launch the collection, HUF created a short film with Tyler Smolinski, blending archival skate footage with new clips from the HUF skate team. Available globally online, the collection sold out quickly—cameras, pendants, hats, and more were snapped up from HUF’s more than 30 standalone stores in Japan, as well as select skate shops and boutiques worldwide. HUF x Kodak brought the analogue trend to a fresh, wider audience.
Kaws x Andy Warhol
The KAWS x Warhol apparel collaboration at Uniqlo masterfully blends two artistic legends, making fine art accessible through fashion. This limited-edition collection featured bold, iconic graphics, driving a 150% surge in store foot traffic and achieving a 75% sell-through rate within the first week. A dynamic marketing campaign—including influencer collaborations and social media activations—generated over one million impressions, fueling immense consumer demand. More than just apparel, this collaboration democratized art, allowing fans to wear Warhol’s and KAWS’ creativity, bridging generations of art and pop culture enthusiasts. With unparalleled market success and cultural impact, this collaboration redefined artistic accessibility in retail, making it a standout contender for industry recognition.
Miffy x Cath Kidston (Rocket Licensing)
A multi-product collaboration between Miffy and British lifestyle brand Cath Kidston launched globally in April 2024. The limited-edition range included a unique collection of bags, accessories, pyjamas, and dresses for women and children. The ‘Made-In-England’ mug collection sold out at pre-launch. The merging of hand-painted florals with Miffy’s beloved graphic world was supported by a pre-launch campaign, sneak peaks, and hints of ‘behind the curtain’ video content. The collection sold out in a couple of weeks. Results far exceeded parent company NEXT Plc’s expectations and Miffy’s increased popularity as a timeless icon is proving extremely successful. This was also apparent in recent collaborations with Tommy Hilfiger, Mulberry, and Starbucks.
Moncler x Batman
Moncler has always stood for authenticity, excellence, innovation, and talent. Just like Batman. This is why the iconic luxury outerwear company chose this legendary DC Comics character for their AW24 special capsule collection, blending fashion with superhero flair. The Batman-themed apparel line features a range of items emblazoned with the iconic bat logo. The collection’s centerpiece is the hooded down jacket adorned with a velvet Batman emblem. Complementing the collection are two Batman logo design t-shirts and a hoodie. The Moncler x Batman collection caters to fans of all ages, with styles available for both adults and children. Available through the Moncler website, selected Moncler stores, and luxury department stores around the world, it went sold out in a few weeks!
