Luxebook Jan-Feb 2024

Aulerth X Ekaya Banaras brand collaborations have emerged as a powerful strategy for infusing freshness and storytelling into brand offerings. As Vivek Ramabhadran, Founder and CEO of Aulerth, a new-age jewellery brand eloquently puts it, “Consumers don’t particularly seek or care much for collaborations – they are drawn to freshness, novelty, and a good story. Collaborations serve as a canvas for novel content creation, which helps draw consumer attention as well.” It wouldn’t be incorrect to say that it is the era of brand collaborations. With every new day comes a new announcement about a new collaboration. Cross-brand collaborations are on trend everywhere, from fashion and beauty, to travel, hospitality and tech. Take for instance the collaboration between MAC Cosmetics and Disney or Kate Spade and Clinique, which was one of the first few collaborations that merged both fashion and beauty. While the design inched towards the Kate Spade aesthetic with springtime florals, colourful stripes, kisses, and graphic polka dots, Clinique’s best-selling lip glosses features shades like Air Kiss, Rosewater, Juicy Apple and the viral, internet-breaking Black Honey. In addition, Shivan and Naresh and Glenmorangie’s collaboration on Delicious Living is yet another insight on this phenomenon. The limited-edition collection of artisanal couches transcends conventional luxury, redefining the art of living for the luxury-seeking Indian consumer. From couches in bright hues to signature motifs of the fashion house, the collection is one to watch for. And the most recent is the Master & Dynamic and Celine collaboration for a set of headphones which will be priced at a whopping $950. Collaborations vs Acquisitions This is certainly no passing phase and the ties run deeper than two juxtaposed logos. The immense applause it receives, and the doubling customer reach make such Glenmorangie collaborates with Shivan & Naresh for Delicious Living 30|LUXEBOOK |JAN/FEB 2024 JAN/FEB 2024 |LUXEBOOK|31