Reports

    Telfar x Ugg continues to reign the holidays, while Rabanne x H&M hits Paris

    Bursting through the brand collab noise this week, H&M and Rabanne take a star-studded crowd to Paris, plus Telfar x Ugg and Puma x Ottolinger are back.
    Telfar x Ugg has become an iconic collaboration, with new drops each year since 2020. Photo: Telfar x Ugg
      Published   in Collaborations

    You might have sensed that holiday season is approaching with the sudden avalanche of collaborative releases. Over the past week alone, Asics has dropped collections with Cecilie Bahnsen, Charlotte Cardin, China’s 8On8, retailer Above The Clouds, and Japanese designer Needles. But breaking through the Paris Fashion Week (PFW) noise this week is H&M‘s latest designer-move, this time with Rabanne.

    We discuss that high-low crossover later. Also spotlighted in Collabs & Drops this week is Telfar and Ugg's latest holiday-ready serving, and Puma's PFW appearance at Ottolinger.

    Read on for our verdict, and subscribe here to receive these updates straight to your inbox every Tuesday.

    Telfar x Ugg#

    Watch on YouTube

    Details:

    Denim collection, September 25 + chestnut restock, September 28

    Social context

    The phrase “telfar x ugg bag” has 119.7million views on TikTok, and “telfar x ugg bag outfits” has 119million views. There are 19,400 likes on the first post about this collection, with all four posts referencing it gaining 26,804 likes all together.

    Verdict

    • Three years on from the first Telfar x Ugg collaboration, the pair is going strong, having gone viral with each drop.
    • Telfar is all about inclusivity and creating something that everyone can have, and that’s exactly what is achieved in this collaboration. Prices aren’t extortionate, there are always restocks for those unlucky on the first round, and each piece is versatile enough for daily use.

    Puma x Ottolinger#

    Instilling Puma with fashion-forward streetwear credibility, Ottolinger holds a growing cult reputation. Photo: Puma x Ottolinger
    Instilling Puma with fashion-forward streetwear credibility, Ottolinger holds a growing cult reputation. Photo: Puma x Ottolinger

    Details

    Capsule, October 2

    Social context

    Ottolinger has 325,000 followers on Instagram. On Puma’s Instagram account (2.6million followers), the posts about this collaboration have garnered 5,073 likes in total.

    Verdict

    High-end sportswear collaborations ensure that household names like Puma maintain their street style reputation. Ottolinger invites Puma into a space for fashion-forward consumers, creating avant-garde takes on the brand’s signature, historical silhouettes. Puma shows support of independent design talent, both financially and creatively, introducing Ottolinger to the mainstream public.

    Rabanne x H&M#

    Watch on YouTube

    Details

    Collection, November 9

    Social context

    So far on TikTok, #rabannehm has 164,200 views. The three posts by H&M on Instagram have garnered 36,700+ likes in total.

    Verdict

    • Following in the footsteps of Mugler, Rabanne is next up for a H&M designer project, providing consumers with a more accessible collection.
    • Due to the questionable reputation of H&M as a fast-fashion brand, the discussion about whether moves such as this cheapen designer brand reputations remains.
    • With the help of stars like Irina Shayk, Cher, Damson Idris, Alton Mason, Elle Fanning and Iris Law, it’s looking to be another quick-to-sell-out collection.
    • Proving just how popular their collabs are, the chestnut collection from Fall 2020 is back for a third year with a restock, to consumer delight.
    Discover more
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