12 hottest brand collabs of 2025

Here are some of our favourite brand collaborations of 2025...

Sabrina Carpenter × Dunkin'

After Sabrina's hit single "Espresso" dominated TikTok in 2024, Sabrina launched the Brown Sugar Shakin' Espresso with Dunkin'. The cheeky "Shake that Ess" campaign went viral.

Why it worked: Because it was the ultimate full-circle moment. Sabrina gave us Espresso on repeat, then handed us an actual espresso to sip while we danced to it. The "Shake that Ess" campaign was playful, TikTok-ready, and turned a coffee run into a pop-culture moment. Dunkin' didn't just sell a drink, they sold a vibe.

It's pop culture x FMCG at its best: fun, viral, and deeply tied to fan culture for a big, everyday impact.
Dunkin' used Carpenter's momentum to transform a menu item to trendjack a cultural moment.

Brands need to move at the speed of culture, not their brand campaign calendar.

What's your order?

Kim Kardashian × NikeSKIMS

Nike tapped Kim Kardashian and her shapewear powerhouse SKIMS to create an entirely new sub-brand: NikeSKIMS. Nike sales rocketed after the collab announcement.

Why it worked: Because it was the power move. Nike needed cultural clout, Kim had it in spades. By pairing technical sportswear with shapewear sex appeal, they made gym gear feel like a front-row ticket to pop culture. Also, let's be real, no one builds hype quite like Kim.

• SKIMS has grown by $2.4 billion in just four years. Pairing with Nike gave them an athletic credibility boost while giving Nike access to Kim's unmatched cultural reach.

• One teaser image featuring a dual logo drove Nike's share price up by 6.2% in a single day, adding $6.7 billion in value.

The collaboration blends performance tech with inclusivity, making it feel like a cultural moment, not just a product drop.

Nike's history with the Kardashian-West orbit hasn't always been smooth. The brand famously dropped its Yeezy collaboration with Kanye West following his controversial statements. By pivoting towards Kim and SKIMS, Nike isn't just chasing cultural clout, the brand is making a statement about inclusivity, female empowerment, and aligning with a safer, more forward-facing brand voice.

Olivia Rodrigo × Lancôme

Olivia became Lancôme's Global Brand Ambassador this year, fronting the Idôle Power campaign alongside her sold-out GUTS World Tour and Fund 4 Good initiative.

Why it worked: Because Olivia is Gen Z's sweetheart, and Lancôme is luxury's old guard. Together, they bridged generations, turning prestige perfume into something cool, relatable, and tour-bus approved. A classic glow-up story.

• The collab merges beauty, music, and activism.

• Rodrigo brings Gen Z star power and authenticity to a heritage luxury brand.

Top tip: collaborations need to connect to values as much as aesthetics.

FENTY × PUMA

Rihanna's Avanti LS trainer in neon hues became the trainer of 2025 overnight.

Why it worked: Because Rihanna only has to wear something once for it to sell out. Add in retro colourways, sneaker nostalgia, and her street-style seal of approval? Game over.

• Rihanna wore the trainers everywhere, from denim looks to couture skirts, making the shoe truly aspirational.

• Limited drops + celebrity styling = instant sell-out.

Top tip: authenticity is what bolsters a collaboration. Consumers can spot when a celeb genuinely loves the product.

Louis Vuitton × Takashi Murakami × Zendaya

LV re-released its cult Murakami monogram, a nostalgic favourite with modern resonance.

Why it worked: Because fashion thrives on nostalgia. Bringing back a cult collab gave hypebeasts and collectors a second shot at owning a piece of history, and reminded everyone that Louis knows how to play the long game.

• Nostalgia + exclusivity = instant hype cycle. (How many of us Millennials wanted that iconic cherry tattoo as teens?!)

• Brings heritage to new audiences while keeping long-time fans engaged, maintaining cultural longevity.

• Nostalgia is a strategy, not a throwback.

Post Malone × OREO

Post Malone teamed up with Oreo for shortbread + caramel cookies with cute embossed designs.

Why it worked: Because Posty's laid-back charm met Oreo's everyday icon, and suddenly snack aisles had clout. The limited-edition designs made them feel collectible, not just edible.

• Turns a household staple snack into a playful collectible.

• Fuses music culture with everyday rituals to build fan engagement.

Innovation doesn't have to mean stepping into a new category. Sometimes, it's about reinventing the familiar into fan experiences.

Kai Cenat × Fortnite × Mercedes

Streamer Kai Cenat partnered with Fortnite and Mercedes = gaming meets luxury cars, amplified by streaming fandom.

Why it worked: Because it smashed three worlds together: gaming, luxury, and influencer hype. Kai streamed it, Fortnite gamified it, Mercedes polished it, and Gen Z ate it up like an exclusive drop.

• A perfect example of a cross-industry collab spanning gaming, lifestyle, and aspiration.

• Targets Gen Z and Millennials where they already spend time.

• Consumers love unexpected category crossovers.

Nick Jonas × Fossil

Nick Jonas released a watch collection inspired by personal storytelling and timeless design.

Why it worked: Because it wasn't just about a watch, it was about a story. Nick tied the collab to his personal life, giving fans a slice of sentiment wrapped around their wrist. Fossil gained star power, Nick gained a lifestyle moment.

• Celebrity collabs aren't new, but this one was rooted in narrative rather than just star power.

• Creates emotional connection while proving Fossil's relevance.

Dua Lipa × YSL Beauty

Dua fronted YSL Beauty's "Make Me Blush" campaign, infusing vibrancy and edge.

Why it worked: Because Dua knows how to serve a look, and YSL knows how to sell one. The "Make Me Blush" campaign blurred the line between makeup ad and music video; edgy, bold, and made for Insta close-ups.

• It pushed YSL closer to Gen Z without the brand losing their luxury status.

• Music x beauty collabs continue to dominate, but Dua's global relevance made this campaign stand out.

Brooklyn & Nicola Beckham × Moncler

The celebrity couple fronted Moncler's campaign, weaving aspirational lifestyle with luxury outerwear.

Why it worked: Because it sold not just a jacket, but a lifestyle. The Beckhams brought aspirational couple goals to a heritage brand, making outerwear feel like part of a love story.

• Moncler positions itself at the intersection of fashion, relationship culture, and storytelling.

• Adds lifestyle aspiration to a product-first brand by working with a celebrity couple.

Collabs aren't always about products, they're about lifestyle narratives.

Sydney Sweeney × American Eagle

Sydney's partnership with American Eagle showcases Gen Z's denim revival with a nod to sustainability.

Why it worked: Because Sydney is Gen Z's current "it girl" and American Eagle has denim in its DNA. The collab fused cool-girl energy with heritage brand vibes, making sustainability and everyday denim sexy again.

• Sweeney is a Gen Z icon, anchoring AE's relevance.

• Merges cause, culture, and mainstream fashion.

Aligning with youth icons refreshes heritage brands for the next generation.

Formula 1 × KitKat

Formula 1 and KitKat announced a long-term global partnership, kicking off in 2025 with full rollout in 2026.

Why it worked: Because sometimes genius is simple: take two household names, give them a shared wrapper, and make it feel like speed meets snacktime.

• Aligns the thrill of sport with the comfort of an everyday treat.

• Sergio Perez even shared a 'take a break with a KitKat' moment on Instagram, giving the partnership credibility through personality.

Crossovers don't need wild reinvention. Sometimes, a smart rewrap is enough to make culture take notice.

2025's collaborations prove that the future of branding is in community, creativity, and culture-first thinking. The smartest brands aren't just making products, they're creating a moment.