In Pursuit of Cultural Relevance, Are Collabs Still the Answer?
Courtesy of Prada.
In Pursuit of Cultural Relevance, Are Collabs Still the Answer?
with Ramya Giangola, Lynne Bredfeldt Haider and Ira Tassouli
By HURS Team
In the style space, collaborations have become ubiquitous, from fashion and art to music, sports, and beyond. No longer just a novel pairing of two distinct brands, collaborations are now core to the marketing playbook. October alone saw Moncler take over Shanghai with Jil Sander, A$AP Rocky and Mercedes-Benz, Prada venturing into space with NASA, and Proenza Schouler teaming up with Sorel. But with partnerships appearing everywhere, it’s worth asking: what’s driving these collaborations today, and do they still carry the same cultural weight?
Collaborations have long shaped the fashion world and beyond, from Schiaparelli’s surrealist designs with Salvador Dalí in the 1930s and 1940s to Nike’s early-2000s collaboration with Comme des Garçons to H&M partnering with luxury brands. But what once felt like a genuine dialogue between brands with aligned values now often looks more like a calculated play for reach and relevance.
As the lines between creative worlds blur, the stakes for cultural relevance are higher than ever before. Brands are crossing into every imaginable arena —art, sports, hospitality, publishing, music—the concept of “staying in your lane” is nearly extinct. Cross-pollination can lead to projects that truly push boundaries. At their best, they let brands curate a world beyond their core product, creating bridges into cultural spaces where they might not naturally belong but where their influence can thrive. Others feel like quick grabs for attention.
A great collaboration goes beyond the product, offering a story and a reason to exist—something that truly resonates with an audience. Just throwing two logos together doesn’t cut it. True collaboration can’t be bought, and consumers can tell the difference. In a landscape where quantity often challenges quality, partnerships with genuine purpose and cultural resonance will be the ones that continue to stand out.
We asked four industry insiders for their take on collaboration, and what makes a good one.
RAMYA GIANGOLA
Ramya Giangola is known as one of fashion’s most influential tastemakers. She’s the founder of Gogoluxe, a New York and LA-based creative consultancy, market advisor and buying strategy firm to leading retail groups globally. Giangola and her team currently serve as the Global Buying and Creative Directors for Rosewood Hotel Group (overseeing buying, curation, activations and experiences for key properties) and Creative Consultant and Retail Strategist for Hong Kong and China’s most prestigious department store, Lane Crawford. Additionally, Gogoluxe is known for curating a series of dynamic pop-ups worldwide for various brands and retailers as well as being an advisor to brands. She’s built a reputation for discovering and championing new talent, and launching brands globally through her network of retail clients and executive retail colleagues, bringing the best new creatives and designers to the market first.
LYNNE BREDFELDT HAIDER
Lynne Bredfeldt Haider is the Director of North America Communications for Nike Women, with over 15 years of experience across luxury, lifestyle and sport. Originally from Chicago, she earned her B.A. in Broadcast Journalism from Columbia College. After a successful career in luxury hospitality at Park Hyatt in New York City, Bredfeldt Haider relocated to Portland in 2018.
IRA TASSOULI
Ira Tassouli is the Head of Community at A.P.C. where she leads on creating engaging digital narratives and physical experiences for the brand. With interdisciplinary degrees bridging business with creative industries, and previous roles as the Social and Community Lead at GANNI and Comms & Marketing Lead at CARCEL, her expertise focuses on building brand, marketing, and community strategies that allow brands to establish themselves as influential and culturally relevant entities while telling compelling stories.
THE STATE OF THE COLLABORATION ECONOMY
WHAT ARE KEY INGREDIENTS FOR A GOOD COLLAB?
THE ONES WHO DO IT WELL
PARTNERING WITH INDIVIDUALS VS OTHER BRANDS
THE IMPORTANCE OF INTENTION AND STORYTELLING
COLLAB VS PARTNERSHIP
