Gearing up for the holiday season also means keeping up with a flood of product launches. Puma is on a collaboration roll, having announced partnerships with Hajime Sorayama, Pleasures, Jack Grealish, Swarovski, and MCM over the past couple of weeks alone.
Athleisure aside, this week’s Collabs & Drops newsletter focuses on Pyer Moss’ unexpected, and not-so-hotly anticipated collection for Canada Goose. It's the New York label’s first launch since November 2022, but more on that later.
Also this week, we analyze London-based skateboarding and clothing brand Palace’s collection with storied British porcelain fav Wedgwood.
Canada Goose x Pyer Moss#
Details
Outerwear collection, October 19
Social context
Canada Goose and Pyer Moss have not yet posted about the collection to either of their Instagram accounts.
Verdict
- Like other outerwear brands, Canada Goose has consistently rolled out fashion collaborations to engage style-led consumers across various generations and subcultures.
- Designer Kerby Jean-Raymond of Pyer Moss went viral in January of this year after being taken down by an article in The Cut titled “The Promise of Pyer Moss.” In it, the author dissects the mystery of how Jean-Raymond became a celebrated designer, but struggled to generate sales, and ultimately faded into the background. This is an unusual choice for Canada Goose. One potential explanation is that the brand may have produced the collection prior to the negative press, and might have been waiting for the right time to release it.
- Pyer Moss has not released anything since November 2022, so this collaboration is a test of whether the brand has what it takes to rebound.
Palace x Wedgwood#
Details
Line of table and teaware, October 20
Social context
Palace and Wedgwood’s joint Instagram post has amassed 18,100 likes.
Verdict
- The ultimate pairing of two contrasting consumer bases, cult skate brand Palace teamed up with English porcelain brand Wedgwood to create luxury collector items that convey cultural prestige.
- Through this partnership, Wedgwood, in business since 1759, demonstrates how to win over new, younger fans while maintaining its world-famous reputation in homewares.
- This year has also seen Wedgwood collaborate with colorful, queer London designer Charles Jeffrey, with an eye on engaging stylish consumers.
Jimmy Choo x Jean Paul Gaultier#
Details
Footwear, October 18
Social context
On TikTok, #jimmychooxjpg has 5,800 views. The joint Instagram post by Jimmy Choo and Jean Paul Gaultier, starring Kylie Minogue, has generated just 6,611 likes.
Verdict
- Jean Paul Gaultier has brought its house trademarks to Jimmy Choo's footwear silhouettes, from corset slingbacks to London-via-Paris statement wedges.
- Collaboration has become central to Jean Paul Gaultier’s business strategy, enhancing its existing brand characteristics and signatures.
- The lack of high engagement online is likely due to Jimmy Choo not being a Gen Z favorite in terms of luxury footwear, seeing as that demographic is the most active on Instagram and TikTok.