PR Lessons from The Collabs That Got 2024 Talking

If 2024 proved anything, it’s this: when it comes to fashion and beauty collaborations, the stakes are high, and the drama is real. Some pairings had me clapping like an enthusiastic front-row guest at Fashion Week, while others landed harder than stilettos on cobblestones. From couture-meets-culture moments to high-street dreams that popped and some that fizzled this year serve up a masterclass in what works—and what doesn’t—when brands decide to play matchmaker.

The secret sauce? It’s not just slapping two big names together and hoping for fireworks. Even the best collabs were unable to sell the products; but they sold stories, that made us feel something.

They created moments that stuck in our minds and hearts (and maybe even our shopping carts). The hits? Well, let’s just say some partnerships were like Péro x Hello Kitty—whimsical, sustainable, and a match made in PR heaven. The flops? Well, some were more like Dyson x Issey Miyake which swept up high-tech glamour but lacked the airflow of a truly iconic collaboration.

So, here’s my hot take on the collaborations that had me shouting “take my money!” and the ones that left me wondering, “who approved this?” Grab your popcorn (or your limited-edition sneakers)—this one’s going to be fun!

The Hits: Connecting with Consumers

1.?????? Estée Lauder x Sabyasachi: This collaboration wasn’t just about high-end beauty meeting couture; it was a celebration of heritage and craftsmanship. In PR, authenticity is crucial, and Estée Lauder’s partnership with the couturier Sabyasachi was a masterclass in cultural storytelling. The products reflected not only luxury but also deep respect for Indian artistry. For PR professionals, this partnership was a goldmine because it appealed to both aspirational buyers and those who value tradition.

Why it worked: The collaboration didn’t just rely on big names; it focused on creating an emotional connection with consumers, offering them both luxury and culture in a single package. The confluence of Sabya’s artistry and Estée Lauder’s allure, was a perfect lip-lock of tradition and elegance.

2.?????? H&M x Anamika Khanna: High-street fashion brand H&M leveraged Anamika Khanna’s avant-garde designs to appeal to consumers who crave luxury without the price tag. The PR teams worked hard to showcase this collaboration drawing attention the elusive fashion designer’s signature cuts and styles transformed for global appeal, making it a standout success.

Why it worked: It tapped into a growing demand for accessible luxury. By emphasizing design integrity and affordability, the PR campaign positioned the collection as an attainable aspiration. Well, let’s just say when high street met high fashion, it was a perfect match made in hemline heaven.

3.?????? Barbie x Anita Dongre: Barbie’s collaboration with Anita Dongre combined playful femininity with rich Indian craftsmanship, creating an edition that captured hearts globally. This cross-cultural partnership tabled a perfect blend of authentic ethnicity with modern luxury.

Why it worked: I feel the collaboration danced elegantly between tradition and modernity, deepening the ethnic connect by weaving a story that felt both personal and globally relatable. Influencers helped keep it playful, while cultural roots gave it depth, making it a must-have for fashionistas and dreamers alike. For PR pros, it was a great example of how to craft a story that resonates on a global scale.

4.?????? péro x Hello Kitty: When Péro’s offbeat, sustainable charm met Hello Kitty’s iconic whimsy at Lakmé Fashion Week 2024, I knew we were in for something special. Péro is known for its whimsical shows that feel like stepping into a dreamscape, and this one didn’t disappoint. The collaboration, celebrating Péro’s 15th anniversary and Hello Kitty’s 50th? blended handwoven Indian textiles with kawaii nostalgia in a way that felt like a fashion fairytale.

Why it worked: From a PR perspective, Péro’s strategy really stitched this collaboration into the fabric of India’s fashion scene. They didn’t just sell a collection—they told a compelling story that merged sustainable fashion with Hello Kitty’s playful charm. They presented a captivating collaboration of Pero’s intrinsic design expression with the playful international appeal of Hello Kitty, making it a PR triumph that sewed its way into our hearts.

5.?????? Nike x Ben & Jerry: Nike and Ben & Jerry added a scoop of playfulness to the sneaker game in 2024. This collaboration wasn’t just about sneakers; it was about blending humor, nostalgia, and bold designs. PR strategies revolved around making the collaboration an experience rather than just a product release.

Why it worked: The partnership was tailored for the young, fun-loving crowd. PR campaigns leveraged nostalgia and humor, making the collection feel like a must-have for anyone who loves to stand out.

The Misses: Lessons in Brand Alignment?

1.?????? Zara x Jayesh Sachdev: I have to admit, this collaboration felt more like a missed opportunity than a fast fashion hit. While Jayesh Sachdev’s designs are undeniably chic, teaming up with Zara, a brand known for its accessible, ready-to-wear offerings, felt like mixing oil and water. From a PR perspective, the buzz was more of a whisper than a roar.?

Why it missed: The PR campaign didn’t quite sell the story of how two different worlds come together seamlessly. The designs lacked that wow factor, and the collection didn’t pull me in with a compelling narrative. Instead of feeling fresh and exciting, it left me wondering if this was a true collaboration or just a style slap-on to generate hype.

2.?????? Dolce & Gabbana x Smeg: This collaboration was a curious case of high-fashion meets high-tech... in the kitchen? I’ll admit, the Dolce & Gabbana x Smeg partnership definitely turned heads with its bold, luxury kitchen appliances, but from a PR perspective, it felt a bit half-baked. The lavish designs were flashy, but did they truly resonate with the core customers of either brand? Not really. It seemed more like a one-off collaboration that lacked the substance to match the glitz.

Why it missed: The PR machine struggled to stir up a compelling narrative that tied both brands together beyond just being ‘luxury meets kitchen.’ ?The undeniably striking designs were unable to stir a true connection between the worlds of fashion and appliances, which left me thinking that the ?collaboration felt like it was cooking up more confusion than excitement.

3.?????? Issey Miyake x Dyson: When I first heard about the Issey Miyake x Dyson collaboration, I thought, “Innovation is in the air!” But this one didn’t quite blow me away. The pleated bags inspired by Dyson’s air purification tech felt more forced than functional, leaving the whole partnership appearing to be styled like a gust of confusion.

Why it missed: Issey Miyake’s boundary-pushing yet wearable designs clashed with Dyson’s tech-first ethos. The lack of cohesion between the two brands made the collab feel less than a meaningful partnership.

Takeaways for PR and Marketing: The Future of Collaborations

2024 wasn’t just about big names joining forces; it was about creating partnerships that truly slayed the storytelling game. In the world of PR, it’s clear: it’s not just the product, it’s the plot that counts! The best collabs gave us goosebumps and shopping cart FOMO, while flops were more press release, less red carpet.

So, what’s the future of collaborations? Think less “famous for being famous” and more “Anna Wintour approves”. Align to brand values, stay trend-savvy, and always give consumers something fresh to fall in love with. After all, in our industry, if the story doesn’t stick, neither will the sale. Let’s keep the plot thickening, the headlines sizzling and launches unforgettable-because in this game, you’re only as good as your next It collab. And trust me, some of these 2024 partnerships stitched their way into the spotlight, blending the best of beauty and fashion to create unforgettable moments!