With Bottega Veneta unveiling Santa stocking shoes and Miu Miu’s Spring 2024 handbags sparking a “clutter-core” trend, brand collaborations took a back seat to internet virality this week.
That being said, Prada‘s first partnership with commercial space company Axiom Space has dominated global headlines. The Italian house will be kitting out astronauts for the 2025 mission, which will see the first woman land on the moon.
Michael Suffredini, CEO of Axiom Space, said in a statement: “Prada’s technical expertise with raw materials, manufacturing techniques, and innovative design concepts will bring advanced technologies instrumental in ensuring not only the comfort of astronauts on the lunar surface but also the much-needed human factors considerations absent from legacy spacesuits.”
This week’s Collabs & Drops newsletter delved into that partnership, as well as Loewe’s latest On Running sneaker release, and Möet & Chandon’s 280th birthday celebrations with Daniel Arsham.
Read on for our verdict, and sign up here to receive brand collaboration news and analysis straight to your inbox every Tuesday.
Prada x Axiom Space
Prada is collaborating with Axiom on spacesuits for the 2025 mission. Photo: Prada x Axiom Space
Details: NASA spacesuit Axiom Extravehicular Mobility Unit (AxEMU) for the Artemis III mission, 2025
Social context: There are 24,200 likes on Prada’s Instagram post about the collaboration. On TikTok, videos featuring the phrase “prada design space suit” have 47 million views altogether.
Verdict:
The partnership is a chance for Italian luxury house Prada to demonstrate its technical expertise with raw materials, design innovation, and manufacturing capabilities.Prada is able to bolster its mainstream reputation, with followers of astronaut activity extending way beyond the fashion set and Axiom Space being a leader in human spaceflight services.For Axiom Space, working with the esteemed luxury label presents a new marketing opportunity and strengthens its positioning within popular culture.
Möet & Chandon x Daniel Arsham
Daniel Arsham has designed 85 sculptural bottles for Moët & Chandon’s Impériale Création No.1. Photo: Moët & Chandon
Details: 85 limited edition bottles of the 280th anniversary Collection Impériale line
Social context: The joint Instagram post has over 15,500 likes.
Verdict:
The collaboration boosts awareness for the inaugural Collection Impériale line, as Daniel Arsham has access to a huge global fanbase of culture and luxury enthusiasts.The limited number makes the bottles an immediate collector’s item for both the artist and the alcohol brand, enabling them to access the art world despite the project being a commercial endeavor.Art collaborations enable Moet & Chandon to maintain its positioning within the luxury industry and pop culture as a tastemaker.
Loewe x On Running
The Cloudtilt is the first of On’s lifestyle sneakers to use CloudTec Phase, a precision-engineered midsole. Photo: Loewe
Details: Cloudtilt, October 11
Social context: On TikTok, “loewe on running” has 4.6 million views. The first On Running Instagram post for this new drop has over 8,400 likes, and the joint one has over 6,100 likes.
Verdict:
In the third installment of their partnership, Loewe continues to work with On Running to plunge deeper into the realm of high-tech sportswear, adding validity to its own streetwear offering while serving a new product category to its consumers.Fashion brand collaborations enable sportswear brands like On Running to feed their own identity within street style, making the rest of their products instantly more on trend.According to Spotico, North America remains On Running’s most important market, representing 60 percent of sales. In Q2 2023, Lyst named Loewe the hottest brand in the world.
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