Collab Culture Has Gone Too Far: 3 Simple Rules for Building Partnerships That Matter

Brand collaborations used to mean something. They were a nod to shared values, a celebration of craft. But today, most of them are just hollow noise.

The celeb-filled spectacle that was Moncler’s recent City of Genius show in Shanghai is a perfect example. On the surface, it had all the makings of a “cultural moment”; big names, flashy staging, and celebrity cameos. But did it resonate with people beyond the event? Not really. That’s because most brand collaborations have lost sight of why they should exist in the first place.

We’re witnessing the ultimate saturation point of collaboration culture, where everything feels like a mash-up of logos rather than a true union of brands with a shared vision. It’s as if the goal is simply to ‘be seen’ rather than to create something worth talking about, or better yet, something people actually care about.

It raises the question of whether we’ve hit collab fatigue. What once generated genuine hype now feels predictably formulaic. But here’s the thing - collaborations aren’t the problem. It’s how we’re using them. 

When done right, a brand collaboration has the power to shift culture, spark movements, and build brands people actually want in the world. But we need to get back to basics.

There are three easy steps to follow for brands that want to make collabs that matter. The first is to make sure the collaboration has a purpose. Every partnership should start with a question: Do we actually need this?

Too many brand collabs happen just because they can, not because they should. The biggest problem with this is that if brands aren’t united by shared values or a genuine purpose, it shows. You risk disappointing your core audience, which could end up having a negative effect on brand perception.

Start with finding partners who genuinely share your values. One example of a partnership that really works is Wales Bonner x adidas, a masterclass in thoughtful collaboration rooted in a mutual respect for heritage, craft, and storytelling. It’s not just about product; it’s a statement.

Collabs should be a solution, not a stunt. If you’re not solving a cultural problem or adding something people actually want, then don’t bother.

The second step is to make sure that the collaboration is building a story rather than a moment. The best collabs build worlds, not just products.

Think Louis Vuitton x Yayoi Kusama, which isn’t just about bags, it’s about inviting people into Kusama’s world of dots through immersive installations and digital content. When brands create something that feels like a journey, people want to be part of it, and they remember it. That’s the difference between a lasting impression and a quick dopamine hit.

A good story doesn’t end with a product drop. It’s about giving people something they want to explore, and more importantly, a reason to keep coming back

The third and final step is to keep the collaboration alive and evolving. The best collaborations don’t die on release day; they grow and adapt over time. Nike x Martine Rose is a perfect example of a partnership that keeps evolving.

It doesn’t just launch pieces; it explores new ways to bring Rose’s vision into Nike’s world. Through fresh content, short films, and community engagement, the collab stays relevant without ever feeling forced.

A collab that’s all hype and no follow-through is just a one-night stand. The ones that matter go the distance. They don’t just show up once and leave, they stay, they adapt, and they keep giving.

To sum up, we don’t need fewer collaborations, but we do need better ones. The future of brand partnerships isn’t in short-term hype, but in building something real, something that people want to follow because it resonates with who they are. 

Let’s stop treating collaborations like disposable stunts and start building brands people actually care about. Because if we’re not creating work that makes a dent in culture, then we’re just adding to the noise.