Time seems to have just flown by over the past few months and we are now six months into 2026.
Which is why were are taking a look back at some of the best and worst collabs we have seen so far this year.
Hits
Weird it may be but it certainly caught people’s attention. The campaign has garnered over 25 million impressions across all social media platforms.
And while many people will question why we’ve placed it on the hits list. We copy Vincenzo Riili, Ikea’s chief marketing officer’s words: “Well, why not?”.
Back in February, fashion designer Tolu Coker and Topshop unveiled a capsule collection at London Fashion Week.
This one makes our list as its not often a high street collab attracts the attention of royalty- the fashion show was attended by multiple celebrity faces including His Royal Majesty King Charles III.
What’s better than heritage British firm-two heritage firms.
M&S was named the official travel kit partner of Atlassian Williams F1 Team earlier this year.
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Honorary Mention
Gucci was named the title sponsor of F1 team Alpine. And while there is no doubt Gucci fits the image of F1- its glamour and luxury personified. We can’t help but wonder if it fits Alpine?
Alpine who have previously collaborated with Primark to release a merch line?
Also we are fans of the pink, so points off for that disappearing.
Misses
This one just feels like a misstep for us. It may be an attempt to tap into nostalgia, but we were just confused and unsure of the target audience- Gen Z? Young Tweens? Who ever it is, its not us.
Swatch launched its Audemars Piguet collaboration, Royal Pop, in stores globally to huge chaos.
Scenes from what was supposed to be its official launch showed huge crowds of people gathering at stores worldwide.
I’m placing this under miss as anything that causes near rioting is not a hit in my mind. Even if some people may argue.
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