Brand collaborations walk so PR headlines can sprint. Sure, they’re a way for brands to maintain relevancy and capture new demographics. Sometimes, the partnerships make sense (think Hotel Tango and Swiss Miss), while other times, I’m left with my eyes eternally rolled into the deepest crevices of my skull. Think tubes of Burt’s Bees x Hidden Valleychapstick—no one asked for this.
Beyond edible product alliances, we’ve also seen a tremendous uptick in accessory-based collaborations, specifically food as a handbag. Nik Bentel is known for its Barilla Pasta bags and the Absolut Espresso Martini bag. We’ve also seen the Balenciaga spicy chili bag, which retails for almost two grand. Anya Brands did a Coco Pops tote and a Kikkoman bucket bag. Tal Maslavi has a strawberry cake bag. Coach has a banana bag. Lisa Says Gah has a tomato tote.
