Collaborations between brands have become an increasingly popular way to supercharge innovation, while affording brands the opportunity to create unique and amazing experiences for consumers. Through collaboration, brands are able to boost audience, reach and ultimately, revenue. The rise of boundary-crossing collaborations has shaken up pop culture, further propelling brands to elevate methods of packaging consumer experiences and the overall communication process. Both no strangers to collaborations, luxury vodka brand, CÎROC and Italian fashion house, Moschino, have taken their rule-breaking nature to the next level by unveiling a trailblazing collaboration at Milan Fashion Week.
Ten of the most popular brands in fashion according to Google in 2017 all boasted collaborative efforts for their marketing campaigns, of which Moschino occupied the tenth spot. This is illustrative of the impact brand collaborations have in the growth and consumption of a brand. However, it is important to mention that the success rate is directly linked to the most essential filter when considering brand collaborations, which is the brand-fit. Set to bring a bold new take on the meaning of modern luxury, the CÎROC x Moschino collaboration brings together two brands that are united by their distinctively cheeky and playful take on luxury. “I love the cheeky, playful nature of CÎROC. It connects perfectly with my approach to both life and fashion, so the partnership felt natural; there’s such synergy. I design a lot around personal, customised twists so it’s great to bring this into the partnership too. It’s been fun to bring together our bold take on luxury and I can’t wait to see what the year holds,” Scott said of the partnership.
FRESH TAKE ON LUXURY
While the luxury industry is known for its uptight and exclusionary ways, this CÎROC x Moschino collaboration seems set of debunking its elitist nature. “I’ve wanted to work with Jeremy Scott for a long time. He is the king of making low culture high culture; through his designs for Moschino he creates playful luxury fashion that makes people smile. Just like CÎROC, the brand is luxury, but it never takes itself too seriously. Alongside Jeremy, I wanted this campaign to be backed by a group of talent that shared its ethos. We selected the influencers for their unique style, global influence and fresh take on luxury,” commented Natalie Wills, Global Head of CÎROC vodka.
LEADING THE PACK
The collaboration exemplifies two talking points of the luxury industry this year: its democratisation and the power of personalisation. CÎROC is renowned for its playfully disruptive take on the vodka industry, celebrating an inclusive attitude that goes against tradition. According to the brand, the customisation which lies at the heart of this partnership takes this one step further: from custom built cocktails and experiences to the limited edition CÎROC x Moschino bottle. The campaign will include a limited edition bottle and global event series headed up by Moschino’s creative director, Jeremy Scott and a cast of global superstars, in a true celebration of individual style. It is said that consumers will be able to personalize their own bottle with graphic stickers and badges at the events and dedicated pop up spaces. The campaign offers the consumer a year of vibrant celebration, open to all, tailored to the individual.
GUIDE x CÎROC x Moschino
It is with great pleasure that after two years of Guide To Celebrity, we finally introduce our magazine supplement, GUIDE. Positioned as a visual runway for brands, GUIDE seeks to assist brands in telling brand stories in a compelling manner, through the use of insightful angles that give the consumer campaign context. We are so excited to have partnered with Diageo South Africa for the rollout of our first GUIDE issue, themed “The Collaboration Edition”, featuring the CÎROC x Moschino collaboration. What a campaign! What a fresh approach to luxury! What an exciting collaboration!