From Complex · · 40s
Collabs Lost Meaning
Fashion collabs now sell audiences, not ideas.
In brief
Fashion collabs now sell audiences, not ideas. Collaborations have shifted from creative visions to audience-merging marketing, making them less meaningful. Originally reported by Complex.
Collaborations shifted
Collaborations shifted from creative vision to audience-merging marketing.
2026 collab confusion
When we saw chicken wings on Croc or Aaliyah x Sacai collabs in 2026, who was this for?
Good collabs make sense
Nike teaming with TDR on Goadome Low makes sense, but Gap x Los Tacos collabs do not.
Collabs sold out
Kirkland Dunks resold for up to $1,000 after Costco release, showing collab obsession.
Here's the gist
Collaborations have shifted from creative visions to audience-merging marketing, making them less meaningful.
