The Art of the Brand Collab : Powerful Partnerships in 2025

Think back to the first time you recall hearing the term “brand collaboration.”

Maybe it was the iconic Louis Vuitton x Takashi Murakami drop of 2002.

Or perhaps it was something a bit more recent, like GoPro x Redbull or Fendi x Skims. Now that you have one in mind, ask yourself: “What made this collab so memorable?”  

A successful brand collab merges two (or more) brands in the partnership of a product, service, or campaign with the intent of increasing awareness, gaining access to new audiences, and other mutually beneficial outcomes.

This type of partnership strategy has become increasingly popular as new, more accessible marketing channels emerge, and consumer interest in cross-industry partnerships has surged. In fact, 60% of Gen Zers and 40% of Gen Xers have reported purchasing a special edition collab release, with these numbers continuing to rise year over year.

Who Did it First?

What may seem like a commonplace marketing tactic now actually dates back to 1924, when French winemaker Baron Philippe de Rothschild, of Château Mouton Rothschild, decided to combine visual arts with winemaking by bottling his own wines and partnering with famous artists to design the labels.

Originally sold in casks to merchants who could bottle, label, and market the wine themselves, Philippe de Rothschild revolutionized the industry by taking control of the brand identity himself, commissioning a different artist each year to design the label. 

From Warhol to Picasso, some of the world’s most famous artists have taken part in the Artist Label series (aka, the original “brand collab”).

As a result, the Mouton Rothschild wine label has developed a keen brand image, a fiercely loyal customer base, and a lasting impact that continues to this day.

Just like Philippe de Rothschild’s approach to the wine label, crafting a successful and lasting brand collab is truly like catching lightning in a bottle. Let’s take a closer look at four of 2025’s buzziest brand collabs.

Ariana Grande x Swarovski (January 2025)

Starting sparkly at the top of the year, what could be more fabulous than Ariana Grande launching her global Capsule Collection in partnership with Swarovski crystals? Inspired by an old Hollywood aesthetic, the collection consists of 16 jaw-dropping statement pieces that are just as dazzling as Ariana herself. 

With this brand collab dropping not long after Wicked took the world by storm (or should we say, tornado?), Swarovski was able to leverage not only Grande’s elegance and class, but Glinda’s confidence and glamour as well.

The brand gained access to her young, expansive fanbase, exposing them to the iconic and bold nature of the Swarovski brand. Grande’s brand collab focuses on music, self-expression, and a fresh outlook on Swarovski’s mission of bringing joy to the world.

The global reaction to the partnership has been remarkably positive, generating a large social media response and overall enthusiasm for both Grande and the Swarovski brand.

Crumbl x Kardashian-Jenner (April 2025)

Crumbl has never been one to shy away from a celebrity brand collab, and the Kardashian-Jenner family is no exception. With each limited-edition cookie designed to match a family member's persona, these confectionery creations generated enormous virality across social media, sparking a wave of impulse purchasing and online debate. 

Controversy over Kourtney’s gluten-free flourless chocolate cake had viewers in a frenzy, and Kylie’s pink confetti sugar cookie seemed universally beloved. Polarizing taste test reviews took over our FYPs, successfully grabbing our attention and disrupting the algorithm.

While this collab may have generated a short-term surge rather than long-term momentum, one thing is for sure: the Kardashian-Jenner cookie collab crumbl’d our feeds. 

Sabrina Carpenter x Dunkin’ Donuts (June 2025)

The success of Sabrina Carpenter’s hit song “Espresso,” in conjunction with Dunkin' Donuts’ history of specialty drink partnerships, makes this collaboration seem too sweet to be true!

While Sabrina’s Brown Sugar Shakin’ Espresso technically launched in the winter of 2024, she’s back again for more this summer, launching a new drink: Sabrina’s Strawberry Daydream Refresher! 

Designed to resemble the nostalgia of strawberries and cream, this refresher combines creamy oat milk, strawberry flavors, and a perfectly whipped cold foam topping. As if it couldn’t get any dreamier, the brand collab later expanded to include mango and mixed berry flavors as well! 

The campaign, “Dunkin’ Daydream Hotline,” spotlights Sabrina as a Daydream Matchmaker, capturing her playful and flirtatious persona while leveraging her existing fanbase that parallels Dunkin’s target demographic.

After last year’s collaborative success and Carpenter’s growing influence, this brand collab generated massive engagement and social media coverage across several major channels. It was reported that the campaign earned over 12.7 billion (yes, with a B!) impressions, leaving consumers eager for more limited-time menu items and celebrity partnerships.

Formula1 x KitKat (October 2025)

Earlier this year, Formula 1 announced Nestlé’s Kit Kat as their official chocolate bar partner. The collaboration of these two brands, with seemingly very different audiences, somehow makes a lot of sense. It is comedically ironic with KitKat’s tagline, "Have a Break, Have a KitKat”, that they would be partnering with a brand representing such a thrilling, fast-paced lifestyle. 

The Formula 1 brand is intentionally associated with speed, adventure, and, quite literally, not taking breaks. Contrarily, KitKat encourages its audience to slow down and enjoy the little moments.

In collaboration, KitKat is positioning itself as the go-to snack for adrenaline-fueled environments, accompanying the thrill and exhilaration that’s associated with Formula 1. 

Additionally, this sponsorship demonstrates a successful crossover between sports and consumer brands. With plans for large-scale activations, prize promotions, limited-edition merchandise, and more, this brilliant and unexpected partnership is expected to generate growth for both brands in this upcoming racing season and beyond.

KitKat will make its debut at the Mexico City Grand Prix this October.

Keeping a Finger on the Pulse in 2026

What have been your favorite brand collabs of the year? Which partnerships made you feel surprised, excited, or even confused? Which two brands would you like to see collaborate in the future?

These are the types of questions to consider as we look ahead into 2026. It’s nearly the middle of fall - next year’s brand collabs are likely well underway! 

As the marketing industry evolves, we notice collaborations becoming more creative, more complex, and especially unpredictable - which predictions can you make for 2026?

✍️ Written by Ellie Bartholomew