Zendaya in exclusive BFC Newgen designs, Fendi bikes, and Paloma Elsesser's first clothing line: Global collabs of the week

Running from August 7 to 11, Copenhagen Fashion Week's Spring 2024 showcase last week served up some delicious brand collaborations. Knitwear designer Paolina Russo debuted fairytale Puma footwear; Cecilie Bahnsen and Brodie Sessions hosted a concert; and Ganni revealed co-designed pieces with New Balance, Ace & Tate, Paloma Elsesser, and AI artist Cecilie Waagner Falkenstrøm. As a result, Scandinavian it-girl brand Ganni dominated fashion feeds this past week. Our Collabs & Drops newsletter delved into the Elsesser collaborative capsule, being the first fashion collection for the supermodel. Another trending collaboration this week was Smartwater's campaign with the British Fashion Council (BFC). To celebrate the 30th anniversary of BFC Newgen, the latter's emerging designer initiative, Smartwater dressed Euphoria star Zendaya in exclusive, personalized designs by up-and-coming London-based talents. Finally, Mate.Bike, a high-end electric bicycle brand hailing from Copenhagen, continues to enhance its stylish reputation. This time, it has partnered with Fendi on an e-bike that is part of a larger lifestyle collection ranging from skate and surfboards to volleyballs. Read on for our verdict on these global brand collaborations, and subscribe here to receive these updates to your inbox every Tuesday. Smartwater x BFC Newgen Designers Date August 10 Product Online campaign Social context The official post on Smartwater’s Instagram profile (82,900 followers) has 5,179 likes at the time of writing. The brand’s TikTok has 30,300 plays. Verdict Being associated with some of the hottest cult designers of the moment like Aaron Esh, Conner Ives, Chet Lo and Di Petsa allows Smartwater to position itself as both stylish and supportive of the arts industry. The campaign helps each designer gain more mainstream exposure via Smartwater’s household name and actress Zendaya’s superstardom. Smartwater is striving for a place in pop culture, with this collab following a partnership with American comedian and tabloid-protagonist Pete Davidson. Fendi x Mate Date Summer 2023 available in select stores for pre-order Product Electric folding bicycle Social context Mate’s official post on Instagram — where it has 121,000 followers — has 787 likes. Verdict Similar to the Loewe x VanMoof bike of December 2022, Fendi’s collab with Mate bolsters its reputation for innovative design and sustainability. The tie-up enables Fendi to enter a new product category and Mate to amp up its cultural capital while reaching more luxury consumers who can afford its bikes (even non-Fendi models go for upwards of $2,000). Mate has previously collaborated with Palm Angels and CR Fashion Book. Ganni x Paloma Elsesser Date Spring 2024 Product Capsule collection Social context The two posts by Ganni of Paloma Elsesser wearing her co-designed look have gained 5,224 likes so far. #palomaelsesser has 12.9 million views on TikTok. Verdict For a few seasons now, supermodel Paloma Elsesser has been the it-girl of major shows, gaining a loyal Instagram following of 560,000. Ganni leverages Elsesser’s fashion fanbase while supporting more inclusive styling and designs, contributing to a more positive brand image. This is the first ever collection that Elsesser has co-designed, and it is sure to boost her credentials in the industry as a model and influencer.

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Zendaya in exclusive BFC Newgen designs, Fendi bikes, and Paloma Elsesser's first clothing line: Global collabs of the week