The Contributor The Contributor Full Magazine V7 | Page 32

COLLABORATIONS
PROJECT X
BRAND COLLABORATIONS IN THE MEDIA INDUSTRY
In the creative business environment, you cannot escape from the
letter X, which originated as a signage for a collaboration in fashion.
Nowadays, however, the sign exceeds its original function and is used to
indicate every form of brand collaboration. The merging of two brands
can be used as a powerful marketing tool to reach a new target group
or surprise your current customers with a new, and unique product. All
around, you see brands working together which you never thought would
collaborate. We listed five interesting collaborations, current and from
the past, that will inspire you to step up your marketing game.
KITH X VERSACE CHA CHA MATCHA
We all know how fashionistas love their coffee. However,
Ronnie Fieg, designer and owner of the clothing brand Kith,
decided to go for the unexpected. Kith and Versace took
their collaboration to New York’s Cha Cha Matcha. Fieg
explained that Cha Cha Matcha served an important role
in his daily life as they provided him with his daily dose of
caffeine in the form of green tea. The hot and cold cups with
the Kith x Versace sign now dominate the Instagram feed of
New Yorkers.
DOLCE & GABBANA X SMEG
Sicilian craftmanship meets state of art technology in Dolce
& Gabanna and Smeg’s new project: Sicily is my love. This
years’ collaboration, truly made in Italy, focused on small
domestic appliances such as toasters, citrus juicers, coffee
machines, kettles, blenders, stand mixers and slow juicers.
This collection is bound by the strong shared values of
passion, and profound creativity. Food, the typical products
of Southern Italy, and their traditions, are the pulling
force, to which heart and soul will always return, and
notwithstanding, the two companies’ affiliation to different
creative sectors.
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