While collaborations may now have lost some of their novelty factor, there is still space for brands to think outside the square when it comes to lucrative link-ups.
Here's a wrap on the latest round.
1. Country Road
Country Road has inked a deal with niche bicycle brand, Tokyo Bike, to collaborate on a retail concept called Cycle Shop.
The tie-up has been presented as a store in store at Country Road’s South Yarra and Chadstone outlets and showcases a variety bespoke men’s riding outfits designed by Country Road’s designers.
The menswear is merchandised alongside Tokyo Bike’s minimalist design bikes. The bikes, however, are not available to purchase direct from the store.
Country Road managing director Sophie Holt told media the brand entered into the partnership to tap into the activewear market.
“We wanted to address the growing popularity of the city-cycle movement in recent years, and to combine that with the sportswear trend that is coming into casual street wear,” she said.
2. Georgini
Luxury jewellery label Georgini has joined forces with master illustrator and founder of 'The Lust List' Sally Spratt to give the brand's latest collection an artistic twist.
Steering away from the usual model photography campaign route, Spratt has individually sketched the campaign shots for Georgini's AW14 'Eternal Glamour' collection.
To celebrate the launch of this Tanzanite-heavy capsule collection, Georgini commissioned the Sydney illustrator to create six one-off illustrations, which showcase the jewellery brand's AW14 capsule collection 'Eternal Glamour' – three everyday and three bridal themes.
3. Camilla Franks
The kaftan queen recently tried her hand at a different art – collaborating with Grinders Coffee to create a collectible, limited edition range of Coffee Canisters.
The partnership evolved from Grinders Coffee search to work with a fashion designer who could be inspired by the organic architecture from the countries of origin of its beans, and the indigenous heritage of the nations involved. Franks immediately came to mind according to the company.
“Camilla is a global wanderer inspired by her adventures far and wide. Camilla’s vibrant, extroverted and luxuriously unconventional print designs combined with her recent evolution into broader lifestyle categories made Camilla the perfect partner.”
The Grinders Coffee x Camilla Canisters is sold exclusively through Coles supermarkets and will become a collectible addition for Camilla devotees.
4. Haryono Setiadi
Designer Haryono Setiadi took the coffee concept a step further and has created his own signature coffee grind which he debuted to delegates throughout Mercedes-Benz Fashion Week Australia (MBFWA).
Taking inspiration from his SS14/15 collection, Setiadi collaborated with Griffiths Coffee to create his own custom blend coffee, with packaging also designed by him.
To bring the product to fruition, Setiadi experimented with the entire product process at Griffiths Coffee, selecting, grinding, tasting, trying and blending various beans to create his own custom blend.
A pop-up espresso and tea bar prior to his runway show on Wednesday April 9, saw guests of MBFWA taste Setiadi's signature custom coffee for the first time, before viewing his SS14/15 collection.
5. Bec & Bridge, Camilla & Marc, Dion Lee, Ellery, Josh Goot, Romance Was Born, Toni Maticevski and We Are Handsome
Bringing the coffee collaborations to a close, Vittoria Coffee recently collaborated with eight iconic Australian designers to introduce a limited edition collection of take away coffee cups to the market.
The 2014 Vittoria Coffee limited edition series includes prints from Australian designers; Bec & Bridge, Camilla & Marc, Dion Lee, Ellery, Josh Goot, Romance Was Born, Toni Maticevski and We Are Handsome.
The take away cups feature everything from animalistic wonders to digital florals and graphic black and whites.
Commenting on the ambitious tie-up, Vittoria Coffee general manager Rolando Schirato said the take away cups are just one element of an alignment with fashion that sees Vittoria Coffee sponsor several designers, with the most recent sponsorship of Ellery’s fashion show in Paris – the third Australian designer in history to be invited to show at Paris.
“The connection between fashion and coffee culture is something that seems to resonate with people as well as being naturally understood,” he said.