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The Conversation
The Conversation
Carlos Diaz Ruiz, Assistant Professor, Hanken School of Economics

Unconventional luxury brand collaborations are everywhere. What is the appeal?

Luxury Louis Vuitton Supreme China McKinsey New York
A Louis Vuitton crossover bag bearing the Supreme label. Shutterstock

In 2017, Louis Vuitton caused a stir in the luxury industry by partnering with the New York skateboarding brand Supreme.

This collaboration became a milestone in the luxury industry, showcasing the potential of unexpected partnerships between luxury brands and an unconventional partner seemingly at the opposite end of the design spectrum, a street wear brand.

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