Reports

    How to generate blockbuster social engagement? Ask Travis Scott and Timothée Chalamet

    This week’s global brand collabs? Hypebeast movie merchandise, some big furry boots by Moncler and Rick Owens, and a Travis Scott-designed AP watch.
    Audemars Piguet CEO Francis Bennahmias often bridges the worlds of hip hop and luxury watches, having collaborated with Jay-Z back in 2005, now it's Travis Scott's turn. Photo: Audemars Piguet
      Published   in Collaborations

    Fan culture trumps all when it comes to hyped releases. This week’s global brand collaboration spotlights prove exactly that, with American-French actor Timothée Chalamet breaking through the Fall 2023 noise of the online streetwear sphere with a custom pair of Nike Dunk Lows to promote his upcoming movie, Wonka.

    Other drops with booming fan culture behind them this week include Travis Scott’s clothing collection and timepiece with Audemars Piguet, along with Moncler x Rick Owens, which is fronted by some furry boots.

    Read on for our verdict, and subscribe here to receive the Collabs & Drops newsletter straight to your inbox every Tuesday.

    Moncler x Rick Owens#

    Presenting futuristic high-fashion technicality, Rick Owens and Moncler are a dream match. Photo: Moncler
    Presenting futuristic high-fashion technicality, Rick Owens and Moncler are a dream match. Photo: Moncler

    Details

    Fall 2023 collection, November 30

    Social context

    On TikTok, “rick owens x moncler” has 2.4 billion views. The joint Instagram post of Rick Owens and Moncler has over 10,700 likes, and #monclerrickowens has 1,894 posts.

    Verdict

    • Rick Owens brings his eponymous brand’s gothic, avant-garde imprint to Moncler, producing shaggy and strappy oversized boots, as well as ready-to-wear with buttons and holes that allow for customizable adjustments.
    • Moncler’s 70th anniversary has been the most cinematic collaboration of the year, featuring 70 collaborations by seven different designers reinterpreting the Moncler Maya jacket.
    • Moncler x Rick Owens is boasting meteoric social media figures thanks to the blockbuster activations across 10 cities in the months leading up to the drop. There was a Huangzhou media light show, a takeover of the Chengdu Tower, and a star-studded London exhibition event that saw superstars Alicia Keys and Little Simz perform.

    Cactus Jack x Audemars Piguet#

    Watch on YouTube

    Details

    201,000 Royal Oak timepiece and clothing capsule, December 1

    Social context

    Travis Scott posted a photo promoting the collaboration on Instagram, which garnered over 774,500 likes.The first Instagram post by Audemars Piguet received 64,400 likes, whereas the two non-Cactus Jack-related posts before that received under 10,000 likes.

    Verdict

    • Following on from Playstation, Jordan, and Dior collaborations, Cactus Jack joins the luxury timepiece world with an official limited-edition Royal Oak watch and apparel collection.
    • As the collection will be sold exclusively through the rapper’s Cactus Jack platform, it suggests this collab is aimed at Travis Scott fans rather than the luxury watch’s current clientele, allowing the company to reach a younger demographic.
    • The almost one million likes on Travis Scott’s post about this collaboration prove just how important fan bases are in driving engagement. This tie-up brings star-quality marketing exposure to Audemars Piguet, further strengthening its well-established reputation within the industry.

    Timothée Chalamet x Nike#

    The five pairs of Wonka Nike Dunks will be given away, but likely to be auctioned or resold later for a high price. Photo: Nike
    The five pairs of Wonka Nike Dunks will be given away, but likely to be auctioned or resold later for a high price. Photo: Nike

    Details

    Dunk Lows to promote the upcoming Wonka movie, with five pairs to be won in the Pure Imagination contest ending December 3.

    Social context

    Timothée Chalamet's post about the limited edition sneakers has over 905,000 likes.

    Verdict

    • Elevated movie merchandise is a win for all involved when it is marketed as a collector’s item — only five pairs of the Nike Dunk Lows designed by Wonka protagonist Timothée Chalamet are up for grabs.
    • The exceptionally limited stock, along with Chalamet’s involvement, makes these sneakers the secret sauce for marketing the movie, especially as the sneaker world is dominated by young consumers who are likely to watch Wonka.
    • For the majority who don't secure a pair of the sneakers, Converse is also releasing funky collaborative footwear to promote the Wonka movie on December 7 — an interesting strategy for the movie to reach young streetwear fans.
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