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  • Collaboration is the new endorsement
  • Collaboration is the new endorsement
    Nike x FKA Twigs (2017) ©

Collaboration is the new endorsement

Celebrity endorsements are old hat, but digitisation has bred a discerning consumer that demands transparency, leaving these partnerships feeling inauthentic. Instead – as seen in Nike and FKA Twigs’ ‘Do You Believe in More?’ – brands and celebrities are ‘collaborating’.



  • Article image Kimoji: the sticker economy comes to the West

    Emojis may be everywhere in digital communications, but next to stickers, they’re starting to look dull and dated. Brands and celebrities, including Kim Kardashian West, are cashing in on the craze with their own sticker apps, simultaneously embedding themselves in people’s mobile lives.

  • Article image Hublot x Sang Bleu: watches with counter-culture cachet

    Once staunchly anti-social, with working-class roots, tattoos are experiencing a renaissance. A new collaboration between Swiss watchmaker Hublot and tattooist Maxime Buchi is the latest in counter-culture luxe, demonstrating that distinctions between high and low culture have all but disappeared.

  • Article image Pigalle: how streetwear came to Paris

    Increasingly inspired by outside influences, the fashion coming out of the French capital is changing. Juxtaposing the highlights of its native heritage with gritty American cool, Paris-born Pigalle is a menswear label that embodies the attitudes of young, French fashion-forward men in 2016.

  • Rihanna empowers women with Puma Rihanna empowers women with Puma

    Following in the footsteps of Beyoncé, whose partnership with Topshop will see the singer designing a line of athletic wear, Rihanna has become Puma's creative director. Her remit? To blaze the way for a new generation of women as the face of Puma's Women's Training.