Brand collaborations are by no means a new phenomenon in fashion — incredibly, it’s already 12 years ago since H&M unveiled their first collaboration, with Karl Lagerfeld — yet, 2016 seems to have been particularly saturated with brand cross-pollination. In the wake of logomania, that once again pushed the identities of brands to the forefront (for a variety of reasons), labels seems to once again know the value of their brand equity. These collabs are multivariate, but usually entails a mix of high and low, sports and RTW, or the like – creating hybrid pieces that has the price range of the high street, but the street credit of the luxury store. This week, Hypebeast launched a competition awarding the most memorable collab of 2016 – the list includes Puma x Fenty (Rihanna), Kenzo x H&M,  Supreme x Undercover, to name just a few.



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