2024 saw the denim industry embrace collaboration as a key strategy for injecting fresh energy into seasonal collections. Partnerships became the industry’s creative currency, with brands forging alliances with celebrities, designers, and fellow labels to expand their reach and reimagine classic denim silhouettes.
Celebrity collaborations remained a powerful force, leveraging star power to generate buzz and tap into dedicated fan bases. Scotch & Soda deepened its connection with Joe Jonas, expanding his role from brand ambassador to co-designer of a men’s collection inspired by his personal photography and vintage aesthetic. Diesel partnered with its first global brand ambassador, Damiano David, blending the rock star’s personal style with the brand’s signature silhouettes and innovative materials. Wrangler teamed up with country music star Lainey Wilson for a collection celebrating her vintage-inspired style and Louisiana roots. Levi’s tapped into the power of music with a graphic tee collection featuring iconic artists and an ad campaign starring Beyoncé.
Designer collaborations offered a platform for exploring new creative territories. G-Star Raw embarked on a series of diverse partnerships, collaborating with costume design studio The Nightmare Disorder on custom outfits for drag stars, pushing the boundaries of denim construction. A collaboration with Walter Van Beirendonck challenged traditional garment construction through glueing and pressing, while a partnership with Facetasm merged streetwear with Japanese tailoring. The brand also explored the intersection of art and fashion, partnering with the Rembrandt House Museum to replicate etching techniques on denim and collaborating with a renowned glove maker on haute couture denim gloves.
Brand-to-brand collaborations fostered unique aesthetic fusions and opened doors to new consumer segments. Hudson and Rivet Utility combined their expertise for a collection of denim jumpsuits. Diesel and Savage x Fenty joined forces to celebrate inclusivity and self-love with a lingerie and apparel capsule featuring Diesel’s signature prints and textiles. True Religion continued its partnership with Playboy, blending iconic logos and branding. Frame revisited its collaboration with The Ritz Paris, launching a collection at pop-up locations worldwide. Gap and Cult Gaia created a collection of women’s wear, reimagining Gap icons with refined details. Billy Reid and Citizens of Humanity expanded their partnership to include women’s denim, introducing new silhouettes.
Heritage brands also explored their roots through strategic collaborations. Lee partnered with Alpha Industries, merging their shared workwear heritage in a collection featuring reversible bomber jackets and military-inspired pieces. Wrangler continued its successful collaboration with Staud, expanding into new styles and colour palettes. Levi’s and ERL launched their second collaboration, drawing inspiration from Venice Beach’s surf and skate culture.
Denim brands also ventured into new product categories through collaborations. Lee partnered with rainwear brand Stutterheim, creating denim-inspired waterproof outerwear, and collaborated with footwear brands Hey Dude and Oliver Cabell, foreshadowing a larger footwear push for the brand. Wrangler also stepped into the footwear arena with a collection of socks with Happy Socks, incorporating Western motifs.
Through these diverse collaborations, denim brands demonstrated a commitment to innovation, creativity, and expanding their reach in a dynamic and ever-evolving fashion landscape.
