The licensing industry set several trends in the world of fashion this year, including the Barbie bandwagon and corporate brands expanding into apparel to show off their softer side. As the industry makes plans for 2024, we’re taking a look back at some of the most significant fashion stories from the past 12 months.

Think Pink
Executives thought outside of the box this year when it came to launching products connected to the live-action Barbie movie. Mattel inked more than 100 licensing deals across womenswear, menswear, accessories, and beauty in support of the film. This included a Barbie-themed apparel collaboration with Gap, the first of a series of product drops in a larger Mattel x Gap apparel partnership. To make sure all of these products felt unique—while adhering to the overall voice of the consumer products program—Mattel developed exclusive patterns and iconography that could be assigned to various partners. And all of those collaborations came in handy, as audiences flocking to the film (it has grossed more than $1.44 billion at the global box office) dressed in pink to mark the occasion.

Footwear’s Perfect Fit
Footwear companies focused on limited-time collaborations in 2023 as they continued to sell off excess inventory. As the category waits for the imbalance between consumer sales and retail orders to find an equilibrium, these limited-time collaborations have provided a short-term boost to sales. For example, Adidas paired with Japanese designer Yohji Yamamoto on the Y-3 Kyasu high- and low-top sneakers while New Balance partnered with Kith founder Ronnie Fieg on Madison Square Garden-inspired sneakers in honor of the New York Knicks. And while many of these partnerships feature unlikely pairings in an effort to surprise consumers and create viral moments across social media, executives said the key to a successful collaboration is staying true to the brand’s DNA.

The Softer Side of Corporate Brands
Corporate brands have traditionally used licensing programs to protect their trademarks or recruit new employees, but several unique apparel campaigns went viral on social media this year as corporations aimed at attracting a broader—and somewhat unlikely—audience. For example, defense contractor Lockheed Martin partnered with licensee Doojin to launch a range that included cargo pants, hoodies, and t-shirts with a focus on street style. The collaboration was designed to appeal to young adults across Asia, where corporate brands are au courant and the current trend of boxy, oversized clothing pairs well with the Lockheed Martin brand.

Pressing Play on Apparel
Video game properties looking to expand their licensing programs focused on fashion this year. Swedish game developer Toca Boca announced its first DTC fan merchandise collection, including apparel, accessories, and collectibles. The line also launched as free digital gifts in the Toca Life World app, allowing fans to wear outfits that mirrored their avatars for an immersive experience. Spaceport, meanwhile, announced the launch of Threadless t-shirts and apparel on the Roblox marketplace, which saw hundreds of real-life clothing designs integrated into the platform. And Oakley teamed with Fortnite in a multi-year deal that bowed with two eyewear designs featuring the Fortnite Battle Royale Victory Crown. One pair features lens technology that reduces glare from OLED and LED screens during gaming sessions while the other is designed for outdoor adventures, further bridging the gap between gaming and real-world fashion.