Luxury brands have almost always held a trump card up their (tailored) sleeves: innovation. Stemming from a similar ideology are a volley of high fashion house collaborations, fuelled by a need for exclusive experiences and new retail concepts. Case in point: Dior’s uber-cool partnership with Vespa dropped ahead of the blazing summers of 2020, Bentley’s long-standing partnership with Breitling, Moët & Chandon’s first-of-its-kind collab with late. fashion legend Virgil Abloh, and the Dior Spa Cruise, which is regarded as “an exceptional wellness retreat cruising on the Seine.”

Dior Spa Cruise

Widely known for being at the top of its partnership game, the maison made history when it first collaborated with Baccarat back in 1947 to conjure up a limited edition fragrance bottle for Miss Dior perfume. Fast forward to 2021, the French luxury house surprised loyalists with the Dior X Vespa collaboration. In 2023, Dior takes things up a notch by setting sail on Paris’ Seine River as part of the Dior Spa Cruise. Running in tandem with the haute couture week in Paris, from July 3 to 14, this cruise offers guests a slice of wellness-esque decadence via an opulent yacht experience—built around its exclusive floating spa concept—for the second time in a row.

What to expect: a host of specialised wellness treatments and quality downtime, rolled into one luxurious package. Prices range from US$310 for the leisurely wellness cruise to US$740 for the comprehensive treatment cruise, promising idyllic views of iconic landmarks like Notre Dame and the Grand Palais.

Sabre X Paul Smith

British designer Paul Smith has collaborated with the French cutlery brand Sabre Paris, and they’re shaking up the conventional wisdom of subtle colours and monotones, often associated with flatware. So, say hello to the coveted new entrants: A Rainbow 22-piece “Bistrot” cutlery set and two sets of the Rainbow 4-piece “Bistrot” cutlery set. Crafted in France, this collection comprises a cheese knife, butter spreader, serving fork, tart slicer, rice spoon, and four table knives, spoons, teaspoons, and table forks. True to its title, the exclusive collaboration reportedly lays emphasis on the colours of the rainbow for its trio of offerings. With the Brit designer’s eponymous label emblazoned on the spines of the knives, and Sabre’s on the neck, it goes without saying that there’s a touch of understated luxe to the collection.

Brabus X Panerai

German automotive giant Brabus’s recent partnership with Italian luxury watchmaker Panerai mirrors their shared love for the marine environment. The all-new collaboration has birthed the Panerai Submersible S BRABUS Black Ops (PAM01240), a limited edition series. This watch features a 47mm diameter, a unidirectional rotating bezel for precise immersion time calculation, a GMT function, an AM/PM indicator, and an impressive three-day power reserve. The sapphire crystal disk indicator filled with Super-LumiNova™ ensures optimal visibility. So, whether you’re deep-diving into the ocean or conquering the concrete jungle, this timepiece has got your back (in style). 

Pleasures X Puma Velophasis

Puma can totally offer a lesson or two on ways to dominate the industry with its trailblazing marketing campaigns. One prime example is their partnership with the renowned American menswear retail brand, ‘Noha Clothing.’, where they set the internet ablaze with a video of a naked tennis match. In a similar vein, during Paris Fashion Week, the German brand threw an unforgettable launch party in collaboration with the sneaker brand ‘Pleasures.’ The Pleasures X Puma Velophasis was an exclusive gathering that meshed nostalgia and Y2K inspiration, capturing the charm of a bygone era while staying in sync with the current trend of embracing all things pink.

But wait, there’s more! Here’s a surprising collaboration that showcases the unexpected pairing of KidSuper founder Colm Dillane and English Football League One team Barnsley FC. Known for his avant-garde designs and past collaboration with Louis Vuitton for Paris Fashion Week Men’s, Dillane brings his unique flair to the football field. Together with Barnsley and PUMA, the official kit manufacturer for the upcoming 2023/24 session, he has designed three distinctive kits (home, away, and alternative) for the team’s upcoming League One campaign. Talk about fresh and exciting twists for Barnsley FC! 

They’re changing the narrative, one collab at a time.