In the Oversaturated Collab Market, Brands Must Find New Ways to Stand Out

Of course, we can’t forget the much-to-do, newly-launched Fendi x Skims collab, whose second drop arrived on e-stores on December 10. At first, many were confused about the connection between the two brands—apart from both Kims, (Jones and Kardashian-West, respectively) being longtime friends. One is a storied luxury house while the other is an elevated essentials brand, co-founded by one of the most influential names in the world. But the pair share a similar design approach that ultimately made it a perfect fit.

Furthering the sentiment that finding a well-matched partner is key to a successful partnership, the creative director waxed poetic about working with SKIMS on—what’s now considered—one of the most coveted fashion collaborations of the year. “My Fendi is about creating something for every woman, every different shape, and that’s something at the heart of SKIMS, too,” he explained in a press release announcing the joint capsule. “Kim Kardashian West is doing a lot to celebrate inclusivity—including her admirable social justice work in America. As a hard-working woman with a family, she is constantly striving to do her best. These values are something to celebrate.”