A number of recent collaborations touching lifestyle categories such as apparel, footwear, and cosmetics have highlighted capsule collections inspired or designed by groups of celebrities. The initiatives, which integrate anywhere from three to six personalities simultaneously, tend to be mainly promotional in nature, but have a merchandise component as well.
In recent months:
- Adidas premiered a capsule women’s fitness collection promoted and inspired by female brand ambassadors of the firm. The Statement Collection of athleisure items such as jackets, footwear, tights, and bras included 20 pieces reflecting the sensibilities of singer Dua Lipa, model Karlie Kloss, actress Shay Mitchell, fitness and beauty influencer Hannah Bronfman, and pro tennis player Garbiñe Muguruza. All five are known for their fitness and training regimens.
- Beauty brand E.l.f. introduced a Modern Metals collection of eye shadow, highlighter, lipstick, and lip gloss curated by five micro-influencers in the beauty blogger space: Leslie Alvarado, Yuri Antillon, Kathlyn Celeste, Irash Javed, and Mia Randria. The assortment came out of a competition among four teams of influencers (five per team) at the company’s annual Beautyscape influencer event.
- Luxury leather goods brand Cole Haan worked with three stylists, Karla Welch, Erin Walsh, and Simone Harouche, for a capsule footwear collection. Each created a range of shoes in her own style and color palette.
- Swimwear marketer Hunkemöller created a limited-edition assortment it called the Ambassador Swim Collection this summer. Lisa Anckarman, Nora Olivia, and Lynn Quanjel, all European models, social media influencers, and the company’s brand ambassadors, collaborated with Hunkemöller’s design team on monochrome pieces that reflect their respective tastes.
- Reebok launched a 1990s-themed campaign to support the relaunch of its Aztrek off-road running sneaker from 1993. The initiative involved content featuring several social media influencers, including Angie Chavez, Sara Gourlay, Josh Matthews, Jordan Page, Kirk Tilton, and Jay Versace, each of whom also created a capsule collection. Fans received free pieces if they won a contest on the Reebok website. The celebrities range from beauty bloggers and fashion designers to vintage clothing experts and YouTube video stars, each with a large social media presence.
These initiatives vary in terms of the celebrities’ areas of expertise and level of renown—although almost all are considered powerful influencers—as well as product categories, pricing, promotional components, and distribution.
What they have in common is that the marketers are pairing with a whole range of disparate celebrities within the boundaries of a single campaign. This strategy gives them more variety in design styles and maximizes promotional value by putting the brand in front of several groups of fans and followers. In addition, working with a group of influencers, as opposed to a solo partner, alleviates the risks of associating with celebrities that, in many cases, are more niche than mainstream. It also gives the brand owner an opportunity to see if any of the individuals could be viable partners for solo collaborations in the future.