Weekly Hyper Collabs. 06.07.26-12.07.26
Now collaborations have become culture’s favourite marketing language: brands teamed up with independent writers, convenience stores became fashion labels and pop stars continued to surprise with merch. We collected 7 hype collaborations worth knowing this week.⠀
Balenciaga × Substack
Luxury fashion is entering its newsletter era. Balenciaga is sponsoring a group of Substack creators, blurring the line between independent publishing and luxury marketing. Does it just Balenciaga want to cain on performative intellectuality or is it really important for them to hear the independent voices ?
evian × Ed Curtis
British artist Ed Curtis transformed evian bottles into colorful collectible artworks, continuing the brand’s long-running tradition of turning everyday hydration into a creative canvas. These bottle bags fly straight to our baskets!
Tom Holland’s BERO × The Odyssey
Tom Holland’s non-alcoholic beer brand BERO released a limited-edition collection inspired by upcoming The Odyssey. A movie premiere is no longer just about tickets now it’s a full lifestyle rollout.
I’m donut × UNIQLO Times Square
To celebrate the opening of I’m donut ?‘s first U.S. flagship in Times Square, Japanese bakery teamed up with UNIQLO on an exclusive capsule collection. The drop features playful T-shirts, caps and tote bags illustrated with everyone’s favourite dounuts and quirky visual identity. The flagship transforms into an immersive space with exclusive treats and Photo Booth.
FamilyMart × FUDGE ROCK
What if your local convenience store had the best merch drop of the week? FamilyMart partnered with Japanese label FUDGE ROCK on a collection inspired by kombini culture, turning everyday uniforms and essentials into surprisingly desirable fashion items.
Miley Cyrus × Barbie
Miley Cyrus officially joins the Barbie universe. Mattel unveiled a Barbie doll inspired by the Hollywood star, celebrating her influence on pop culture and giving fans another collectible to obsess over.
Cultural phenomenon: Taylor Swift’s wedding
The biggest cultural crossover of the week. Taylor Swift’s wedding dominated conversations across fashion, entertainment and the internet, proving once again that some moments become cultural events all on their own.
elIE saab x bombardier
Elie Saab takes luxury to the skies and partners with private jet manufacturer Bombardier to design an ultra-luxurious cabin for the Global 7500 aircraft. Featuring handcrafted finishes, premium materials and interiors inspired by the fashion house’s signature elegance, the collaboration brings couture craftsmanship into private aviation.
