KFC and Crocs have entered into a collaboration to create a fried chicken-themed ‘Bucket Clog’, complete with chicken-scented charms. As young people engage with fashion in a more playful, tongue-in-cheek way, iconic brands are luring fans with lighthearted and ironic merch.

Renowned for its drop-model collaborations, Supreme has released a red Oreo cookie emblazoned with its iconic logo. This collaboration is just one of Supreme’s long line of novel, eye-catching products – from kayaks to hollowed-out bibles – that caters to a growing demand for light-hearted luxury.

After the stress of the pandemic, people are seeking more play in their lives. Canvas8 spoke to Dr. Miguel Sicart, author of Play Matters about how brands can incorporate playfulness into the way they work.

As traditional symbols of luxury become more attainable, people are finding value in unconventional high-end goods. By investing in limited edition collaborations and replacing the ‘It bag’ with pocket-sized handbags, they’re showing they won’t conform to old standards.