Reports

    Better together: Telfar x Melissa and Aimé Leon Dore x Technohull prove collab power

    This week, we see brands combine their expertise to create something greater than themselves, from Aimé Leon Dore's luxe speedboat to Telfar's jelly bags.
    Melissa is the latest to collaborate with Telfar, the thriving brand that has dropped collections with the likes of Ugg, Eastpak and Moose Knuckles. Photo: Telfar x Melissa
      Published   in Fashion

    Some of the most disruptive collaborations are those that create something that one brand can't make alone. This week, we see that in action from preppy luxury menswear label Aimé Leon Dore and high performance luxe speedboat company Technohull, who have joined forces on a speedboat to accompany the new 38-GS Offshore Capsule.

    Handbag trailblazer Telfar and jelly shoe favorite Melissa are also combining their expertise, launching their Telly Jelly shopper bag and playful, matching jelly sandals. Finally, the Dior Tears pop-up tour has officially begun, fueling the online conversation around one of Dior's most exciting collaborations of the summer.

    For our Collabs & Drops verdict of each of these newsbites, check out the below, and be sure to subscribe here to receive these updates every Tuesday straight to your inbox.

    Telfar x Melissa#

    Available on Telfar's and Melissa's repsective D2C online stores, the Y2K collaboration combines nostalgia and cult popularity. Photo: Telfar x Melissa
    Available on Telfar's and Melissa's repsective D2C online stores, the Y2K collaboration combines nostalgia and cult popularity. Photo: Telfar x Melissa

    Date

    July 14

    Product

    Telly Jelly shopper bag and sandals

    Social context

    Telfar’s official Instagram post has 57,174 likes.

    Verdict

    As with other household footwear brands such as Ugg or Crocs, Melissa is becoming a go-to collaborator within luxury fashion. Fronted by Telfar’s cult handbag, the collaboration is already a hit online.

    Melissa will benefit from Telfar’s loyal following, while the American label will be able to design its own take on Melissa’s iconic, nostalgic footwear.

    Aimé Leon Dore x Technohull#

    Watch on YouTube

    Date

    July 7

    Product

    Technohull 38 Grand Sport Power Boat

    Social context

    There are 35,400 likes on the first post about this collaboration, with the two posts after gaining 36,200 likes and 28,200 likes, respectively.

    Verdict

    Collaborating on a high performance speedboat with Technohull is the ultimate way for Aimé Leon Dore to accessorize its luxury nautical-inspired collection.

    The all-American fashion brand is able to enter a new product category with a company that has elite expertise in the space. For the “high-tech, high performance” luxury boat company, it’s an opportunity to be associated with one of the leading menswear brands in fashion, widening its consumer base.

    Dior x Denim Tears#

    Starting with a pop-up in London's Phonica Records in Soho, Dior and Denim Tears are on tour. Photo: Dior Tears
    Starting with a pop-up in London's Phonica Records in Soho, Dior and Denim Tears are on tour. Photo: Dior Tears

    Date

    July 10 to 25

    Product

    Global pop-ups

    Social context

    There are just 2,900 #DiorTears posts on Instagram currently. #Diortears has 12.4 million views on TikTok.

    Verdict

    Dior Tears is splurging on its global pop-up tour, which will include inflatables, artwork, carefully-selected furniture, and video-projected shorts.

    Introducing photogenic pop-up spaces will boost marketing exposure for the collection and help the brand better connect with consumers. Insofar, the hype on TikTok is all about the Egypt-based runway show and less about the clothes going on sale. The touring pop-up is a reminder for consumers that the capsule collection is now live.

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