Win Win: Successful Artist/ Brand Collaborations
In the last decade, we have witnessed artists like Diddy and Dr. Dre collaborating with brands like Ciroc and Apple to create win-win situations that break the bank. Musicians play a big role in shaping culture and influencing the public’s wants and desires, and this is especially true when it comes to fashion. These next few artists have brought a fresh new look to the clothing brands they have collaborated with. From hit records to hit fashion trends, these artists have lent their creative eye to successful clothing brands, and have brought in big bucks in the process.
Kanye West and Adidas
For the last few years, Kanye has been fighting to get respect he believes he deserves in the fashion world. He has made significant strides towards proving himself as a fashion designer. Although his fashion line has seen mixed reviews, you would be hard pressed trying to find shoes more coveted than the highly successful Yeezy’s. Fourteen months after a public contractual dispute with Nike, Kanye found major success in his partnership with Adidas. In a very short amount of time, the line he created for the sports apparel brand, including the Yeezy Boost 750 and the Yeezy Boost 350 V2, have all become cultural necessities. 2016 was an exceptionally successful year for Adidas as their profits topped one billion euros. A large part of this success is due to their outside partnerships like the one with Kanye, Proof that smart collaborations work.
The Weeknd and H&M Men
This March, H&M will be releasing their spring icon collection of men’s clothing in partnership with Canadian R&B singer The Weeknd. This collaboration comes in the midst of The Weeknd’s highly successful Starboy tour. The singer did not simply add his XO brand to the H&M collection; he hand picked each piece that is to be included in the line. The Weeknd stated that he had a great time selecting his Spring Icons, and that he loved the mix of urban pieces with tailored shirts. The collaboration is sure to add to H&M’s brand equity, as The Weeknd shows no signs of slowing down his reign as one of R&B’s greatest performers.
Drake and Jordan
Back in 2011, Drake started October’s Very Own clothing alongside his tour manager Oliver El-Khatib. The clothing line was established to provide Drake fans a way to fully immerse themselves in OVO and what the brand represents. Since its inception, OVO has been known to collaborate with several other brands including Canada Goose, Roots, Parisian boutique Colette, and London high-fashion retailer Browns. The brand is known for its laidback high-quality sports apparel, so it came as no surprise when Nike’s sub-brand Jordan hopped on board. First making the collaboration known in 2013, OVO and Jordan have since put out a number of limited tonal fleece pullover hoodies, pant sets, muscle suits, and of course, shoes. As Drake continues to dominate the charts, the OVO collaboration is doing everything but slowing down Nike’s profit growth.