Running from September 15 to today, London Fashion Week’s (LFW) Spring 2024 showcase brimmed with brand collaborations, with household names finding their way onto the runway via high-low crossovers.
English luxury outerwear brand Barbour displayed its devotion to high fashion via a collab with LFW schedule-highlight Erdem, while Lee Jeans championed sustainability through its collection with Patrick McDowell.
Another collab-forward brand is Crocs, which hit the LFW catwalk at Simone Rocha — an appearance that no longer surprised consumers like it once did when Balenciaga first collaborated with the famously ugly footwear back in 2017.
Read on for our verdict on these LFW brand collaborations, as well as British rapper Skepta’s brand relaunch, which featured some official co-branded Timberlands.
Subscribe here to receive this news straight to your inbox every Tuesday via the Collabs & Drops newsletter.
Erdem x Barbour#
Details
Two trapeze coats for Spring 2024
Social context
Luxury multi-brand retailer Matches' Instagram post on this partnership has garnered the most likes at 1,620. On Barbour’s TikTok, the Erdem video has just 452 views.
Verdict
- Erdem joins Barbour’s long list of fashion industry collaborators such as Chloé, Palm Angels, Ganni, Roksanda, Supreme, Paul Smith, and Christopher Raeburn, to name a few.
- Acting as a blank slate for creativity, Barbour’s trademark outerwear became a dramatic high-fashion runway statement thanks to Erdem Moralioglu’s craft.
- Barbour brings a classic timelessness to Erdem’s brand identity, taking it into the homes of those who might not already be acquainted with the house’s designs.
Simone Rocha x Crocs#
Details
Three pairs of Crocs, Spring 2024
Social context
On TikTok, #simonerocha has 74.4 million views, but #simonerochaxcrocs is at just 1,450.
Verdict
- Fashion designers are helping Crocs maintain its reputation as a street style staple, and the Simone Rocha pearly takes are no exception.
- High-fashion Crocs were once disruptive, but they have now become a mainstay on the catwalk and accepted as a mainstream trend.
- Simone Rocha has managed to bring a sense of newness to Crocs with an interesting new silhouette, as well as lots of girly embellishments that take the footwear from a daytime to evening shoe.
Patrick McDowell x Lee Jeans#
Details
Three ready-to-wear looks, Spring 2024
Social context
Patrick McDowell has 17,600 followers on Instagram, and Lee Jeans is yet to post to its 91,100 followers. Over on TikTok, #patrickmcdowell has 65,500 views, with each video referencing the show featuring the Lee Jeans’ collaboration.
Verdict
- Reimagining the dead stock of Lee Jeans’ inventory, McDowell not only brings an ethos of sustainability to the heritage American brand, but also creative innovation.
- Through collaboration, high-street brands such as Lee Jeans can build their cultural capital and style reputation, and become associated with the subcultures surrounding related talents.
- As a sustainability advocate, McDowell is the ultimate collaborator to improve ethical standards at Lee Jeans, and attract environmentally-conscious consumers such as those from Gen Z.
Simone Rocha x Crocs#
Details
Three pairs of Crocs, Spring 2024
Social context
On TikTok, #simonerocha has 74.4 million views, but #simonerochaxcrocs is at just 1,450.
Verdict
- Fashion designers are helping Crocs maintain its reputation as a street style staple, and the Simone Rocha pearly takes are no exception.
- High-fashion Crocs were once disruptive, but they have now become a mainstay on the catwalk and accepted as a mainstream trend.
- Simone Rocha has managed to bring a sense of newness to Crocs with an interesting new silhouette, as well as lots of girly embellishments that take the footwear from a daytime to evening shoe.
Mains x Timberland#
Details
Footwear, Spring 2024
Social context
On Mains’ Instagram, the post about the Timberland collab has 3,751 likes so far. Over on TikTok, #mainslondon has 326,000 views.
Verdict
- Seeing as Timberland has historically been associated with rap and hip-hop music, this collaboration makes sense for world-famous artist Skepta’s brand Mains.
- One of the most viral fashion shows at LFW for its star-studded attendees, from Louis Theroux to Stormzy, Timberland featuring in Mains show was a major marketing refresh for the brand.
- For Mains, the partnership provides it with some streetwear credibility.